it cosmetics - pillow lips
With Pillow Lips being IT Cosmetics’ first big lipstick launch, they were looking to partner creatively with a team to build excitement for their consumers with a campaign video and social content. As creative lead on this project, my goal was to create a positive emotional touchpoint for the audience through a treatment that paired the clinical benefits with genuine cheerful moments through a diverse cast of models with a relatable, authentic look.
it cosmetics - your skin but better
IT Cosmetics launched their YSBB Foundation + Skincare product in the summer of 2020, where covid restrictions forced a shift away from live action filming. The challenge we were given was to develop animation-based solutions using existing product stills and static lifestyle photography resulting in compelling campaign video content that not only creates excitement around the new product but clearly defines its unique benefits for the viewer. In collaboration with the client and our motion graphics team, we created a consistent environment for assets to live in and introduced motion through 2.5D animation with continuous camera movement, dynamic transitions, light leak effects and type animation.