Print Advertising
I have worked on and reviewed many print ads through the years and pre-pressed magazines. These were layouts for Angelina Jolie single and double page spread. Created ad guides for each campaign to maintain consistent treatment globally. Color balanced (compared proofs from different vendors, tweaking to match original masters) for print, duratrans, and fabric lightboxes.
Runway Takeover OOH
This project is my second most favorite accomplishment (after the website launch). For Tom Ford Winter 24, the brand did a video takeover in five countries (US, UK, China, Japan, Korea), with 132M impressions. There were many deliverables and planning - logos, frames, testing, pre-show advertising, livestream of the runway fashion show, replay of the show, post-show advertising, censored variants. It was a challenging project that was done in-house. I was involved in all of the meetings with screen vendors, regions, and providing strategy with our solo motion designer, who built out all of the files (he is incredibly talented)! It was a great success with high visibility.
OOH Advertising + Retail Windows
Through the years, I have worked on many out-of-home advertising, providing the direction and an agency mocks the final files for their market. Below are a sampling of 1) Wild Postings in Paris 2) A wrapped tram in Milan 3) Wrapped Taxis and window displays in London. OOH and retailer takeovers are some of my favorite projects - they are complex and visually impactful!
Digital Advertising
In my time with the brand, I also worked on digital ads. This is an example of an ad on the platform Adludio. Oftentimes, the local market would book a placement and sometimes have a creative resource ; global would brief in the creative direction and mock when needed, to explain rounds of review until it was on brand.
Publication
Sharing a few more examples of designs I worked on for a fragrance, Tom Ford Métallique: 1) a cover for an airline retail magazine in Saudi Arabia (using the conservative variant) and 2) a complex ad takeover in Le Figaro, French newspaper including the newspaper arriving in a specially designed, branded envelope. Both of these projects would require mocks and rounds of review (to VP, then SVP) before briefing in final.
Sampling Collateral + In-Store
Through the 7 years I was on the brand, I worked on many sampling related projects. This could be a 1) full page scent strip / seal in a magazine 2) a card (folding or front and back) that was included with a press box to an influencer 3) a vial on card sample with image 4) Sephora mailer 5) Influenster or SoPost programs 6) blotter designs. I also worked on in-store signage including the Menu of Services and hygiene guidelines during Covid times, QR code cards and signage, images on the units and in-store lightboxes, advising the regions on best practices to maintain brand standards, using cropping guidelines.
