SEPHORA CULTURAL MOMENTS
Concept, product assortment, direction, styling, and design for social content created outside of the established, business-led social marketing track. Cultural moments encompassed everything from viral internet trends, ‘faux-lidays’, pop culture, to current news— with a strong product story and quick timing needed for relevance.
ART BASEL BANANA | 2019
A visual replica of Comedian by Maurizio Cattelan, the viral sensation from Art Basel that sold for $120,000. Using a Sephora Collection banana creme mask and duct tape, the image was executed and posted within a day of the initial internet hype.
FENTY HALLOWEEN | 2018
Reveal of the Fenty Stunna newest color, Uninvited. Posted on Halloween, the product was shown submerged ferrofluid– a liquid that spikes and moves when magnetized.
OCEAN’S 8 | 2018
Recreation of the Ocean’s 8 poster using Fenty Beauty lipsticks, a visual nod to Rihanna’s first movie role.
GAME OF THRONES | 2017
Posted the evening of the Season 7 finale, during the height of Game of Thrones hype. Products are shown embedded in “dragonglass.”
TOUR DE FRANCE | 2018
Instagram Story tracing the origins of several Sephora products across France, with the final stop at the Sephora flagship store on Paris’ Champs-Elysees.
BURNING MAN | 2017
Posted on the last day of Burning Man. Products were rigged to mimic the art installations in the desert before the burn, with sunset lighting.
WORLD EMOJI DAY | 2018
Product and emoji pairings for World Emoji Day. Followers were encouraged to screenshot the post to find which product belonged in their beauty routine.
SUSSEX ROYAL WEDDING | 2018
Sparkling light moves across a golden, royal-inspired assortment of Pat McGrath products, founded by the internationally renowned British makeup artist. Posted on the day of Prince Harry and Megan Markle’s wedding.
STRANGER THINGS | 2017
80s-inspired assortment of hot pink shades switching to darker shades, within the alternate reality of the “upside down.” Each product is available in both shades. Posted for the premiere episode of season 2.
SOLAR ECLIPSE | 2017
The solar eclipse of August 21, 2017 was a total solar eclipse of the moon covering the sun. It was visible within a band that spanned the entire contiguous United States, passing from the Pacific to the Atlantic coasts.
NATIONAL CHOCOLATE DAY | 2017
Chocolate-inspired assortment, shown submerged in liquid chocolate.
ODDLY SATISFYING | 2017
The first ‘oddly satisfying’ post on the Sephora Instagram feed, featuring a rainbow smear of clay masks from Sephora Collection. It garnered significant engagement and paved the way for the creation of a marketing-supported oddly satisfying track of social content.
NATIONAL S’MORES DAY | 2017
A deconstructed s’mores-inspired assortment, featuring a Beauty Blender marshmallow and Bobbi Brown chocolate square.