THE BODY SHOP
SHAPING Global Visual NARRATives as Senior Art Director
As the Global Senior Art Director within The Body Shop's In-House Creative Team, I spearheaded the visual direction and execution of marketing campaigns on a global scale; EMEA, APAC, LATAM, NA. Collaborating seamlessly with a diverse creative team comprising copywriters, designers, editors, and producers, I took charge in developing innovative concepts and ideas for advertising and branding initiatives.
At the heart of my role, I ensured that the creative work aligned seamlessly with The Body Shop's brand guidelines and aesthetic. My keen eye for detail ensured that each campaign not only adhered to the company's visual identity but also effectively communicated the intended message to the brand’s target audience.
Beyond conceptualisation, I played a pivotal role in the selection and direction of photographers, videographers, and other creatives for diverse projects. My leadership in the realm of global marketing campaigns exemplified my commitment to elevating The Body Shop's brand presence while maintaining the highest standards of creative excellence.
LET THE POWER GO TO YOUR HEAD
I spearheaded a groundbreaking social-first haircare campaign showcasing the brand's flagship shampoo product: GINGER. Employing innovative photography techniques, I crafted a new style that garnered praise from our Market Managing Directors and Global CMO, who hailed it as 'the most elevated and beautiful shots we've produced in years.' This comprehensive campaign not only featured compelling imagery but also incorporated strategic influencer casting and dynamic content creation tailored for social media platforms such as Instagram and TikTok. I art directed from concept stage all the way through to post-production; print/digital design, motion graphics/3D, stills, and video.
The campaign concept, 'Let the power go to your head,' was designed to inspire consumers to embrace boldness and confidence. We wanted to convey the message that using our ginger shampoo isn't just about haircare; it's about empowerment. Specifically formulated for straight hair types, the product's anti-dandruff efficacy symbolically allowed hair to defy gravity, symbolising boldness and confidence. Furthermore, the invigorating scent of ginger infused in the product mirrors the zingy and energetic feeling of taking a ginger shot, adding an extra layer of vitality to the campaign's messaging.
100% VEGAN CERTIFIED
The Body Shop named as first global beauty brand to receive 100% vegan certification! As of December 2023, The Vegan Society has meticulously reviewed and certified all existing product formulations. Developed the AD to spotlight the products and textures beautifully.
POSITIVE CHANGE STARTS WITH A GIFT
The Body Shop's transformative Christmas experience is a celebration of the extraordinary in every gift. Fueled by hardworking, ethically sourced natural ingredients from our global Community Fair Trade partners, these gifts are not only 100% recyclable but also bursting with efficacy. This year, The Body Shop invites customers on a magical journey through their presents, drawing inspiration from the enchantment of Alice in Wonderland and the whimsy of James & the Giant Peach. As the Global Senior Art Director, I played a pivotal role in sculpting the visual narrative, ensuring our advent calendars, limited edition seasonal fragrances, and overall body care gifts stand as iconic symbols in this grand 360° Christmas campaign.
SHEA BUTTER
A JOURNEY TO TAMALE, GHANA
Embarking on a transformative journey in Tamale, Northern Ghana, I led the charge in delving into the heart of The Tungteiya Women’s Association—a community of over 650 shea butter producers and 11,000 shea nut pickers. My role encompassed the entire spectrum, from pre-production and art direction to photography and post-production.
A distinctive aspect of this project was my personal commitment, being carefully selected to travel for this unique content creation exercise. This first-hand experience allowed me to not only capture the essence of the shea butter creation process but also forge a deeper connection with the incredible women behind this iconic product.
The task at hand was not merely about showcasing the shea butter creation process; it was about bringing forth the empowering stories of the women behind it. Through a lens of respect, tastefulness, and unyielding beauty, I captured the traditional methods passed down through generations that result in the finest shea butter products.
This project goes beyond visual aesthetics; it encapsulates a commitment to ethical sourcing and empowering local communities. These women, their stories, and the artisanal process became a visual celebration, creating a narrative that resonates with The Body Shop's ethos. I ensured that every frame reflected not just the beauty of shea butter but the strength and dignity of the incredible women who craft it.
HYDRATION BOOSTED
I spearheaded a comprehensive 360° campaign spotlighting the transformative benefits of The Body Shop’s revered Vitamin E skincare range.
Focusing on the iconic Vitamin E range, I meticulously crafted a visual narrative that not only highlights the skincare benefits but also champions a deeper connection with the audience. Hydration, a core element of the range, takes centre stage, with each frame resonating with a sense of replenishment, vitality and beautiful skin!
My commitment to diversity and excellence extended to every phase of the campaign, from ideation and art direction to photography and post-production. This project is not just about showcasing a skincare line; it’s about presenting a lifestyle, an experience, and a celebration of radiant, hydrated skin.
FREEDOM TO BE
Makeup Campaign: A Collaborative Vision
I contributed significantly to the creative tapestry, bridging my expertise in video direction, social asset creation, and a keen eye for authentic storytelling.
The foundation of the campaign, celebrating the individuality of makeup expression, resonated deeply with me. I took charge of "How-To" assets, recognising the importance of providing support to The Body Shop's customers. Instead of opting for models, I cast store staff, leveraging their product knowledge and genuine excitement to be part of the campaign. This not only added authenticity but also aligned with The Body Shop's ethos of inclusivity.
In every aspect of this campaign, my creative input was not just about visuals; it was about telling a compelling story, fostering inclusivity, and sparking a visual connection that resonated with the audience. My involvement showcases not only my technical skills but also my ability to infuse campaigns with authenticity, personality, and a forward-thinking approach.