DESCRIPTION: Farmers is a nationwide department store in New Zealand. Beauty is a huge category for the retailer and as such required monthly campaigns to drive sales, promote new products and communicate key trends.

ROLE: As the senior art director on the beauty account I was responsible for all visual elements from conceptualisation through to realisation while ensuring all marketing material was consistent across all channels and fitted with the Farmers Brand.

I worked with a team of producers, account managers, photographers, designers, retouchers, stylists and makeup artists. I was also responsible for Art Directing the shoots, which included briefing the team on prop sourcing and lighting requirements as well as talent and location scouting.

FOR: Farmers, as the Senior Art Director on the Beauty account.

DESCRIPTION: Global beauty brand L’Oreal launches its new True Match foundation range to the New Zealand market using real kiwi women.

ROLE: As the Senior Designer on the account, our team was responsible for creating all visual elements of the campaign across multiple platforms; print, POS, web and social.

FOR: L’Oreal while working as the Senior Designer on the account at Federation.

DESCRIPTION: New Zealand department store Farmers launches it’s Autumn/Winter New Season Fashion campaign.

ROLE: Bought on board as the Senior Designer on the launch, our team was responsible for creating all visual elements of the campaign across multiple platforms; print, POS, web and social.

FOR: Farmers as the Senior Designer.

DESCRIPTION: Autumn/Winter Campaign Launch for New Zealand retailer Postie Plus.

ROLE:  Bought on board to Art Direct photo shoots for new season launches, creating in-store, online and social marketing collateral.

FOR: Postie Plus as a freelance Art Director at True.

DESCRIPTION: Boots is a global pharmacy chain. The brands key focus is within the health and beauty sector, but also specialises in optometry, photography and healthy meal deals.

Fragrance becomes a top selling product in the lead up to Valentines day so to maximise these sales we created a "Scents they'll love" campaign to help shoppers find the right scent based on their personality type.

ROLE: Working as a team, my copywriter and I worked together to conceptualise and produce all promotional material. I was responsible for all visual elements which included managing a team of photographers, designers, retouchers, artworkers', stylists and makeup artists. I was also responsible for Art Directing the shoots, which included briefing the team on prop sourcing and lighting requirements as well as talent and location scouting.

FOR: Boots, as the brands Senior Art Director, while working at Hangar 7 in London.

DESCRIPTION: Boots is a global pharmacy chain. The brands key focus is within the health and beauty sector, but also specialises in optometry, photography and healthy meal deals.

Sales within the optometry department were declining so we created a campaign to promote Children's eyewear to communicate the message that Boots is a trusted pharmacy that not only boasts a wide product range for the whole family but also has optometrists at the counter.

ROLE: Working as a team, my copywriter and I worked together to conceptualise and produce all promotional material. I was responsible for all visual elements which included managing a team of photographers, designers, retouchers, artworkers', stylists and makeup artists. I was also responsible for Art Directing the shoots, which included briefing the team on prop sourcing and lighting requirements as well as talent and location scouting.

FOR: Boots, as the brands Senior Art Director.

DESCRIPTION: Global beauty brand L’Oreal launches a range of Christmas boxed products.

ROLE: As the Senior Designer on the account, I led up the team in creating a collection of packaging designs for the New Zealand market.

FOR: L’Oreal while working as the Senior Designer on the account at Federation.

DESCRIPTION: Farmers is a nationwide department store in New Zealand. Beauty is a huge category for the retailer and as such required monthly campaigns to drive sales, promote new products and communicate key trends.

ROLE: As the senior art director on the beauty account I was responsible for all visual elements from conceptualisation through to realisation while ensuring all marketing material was consistent across all channels and fitted with the Farmers Brand.

I worked with a team of producers, account managers, photographers, designers, retouchers, stylists and makeup artists. I was also responsible for Art Directing the shoots, which included briefing the team on prop sourcing and lighting requirements as well as talent and location scouting.

FOR: Farmers, as the Senior Art Director on the Beauty account.

DESCRIPTION: WOOP! is a gourmet food delivery service that has recently entered the New Zealand market. They needed to launch their product on a limited budget through various mediums including social media, EDM's, and DM.

ROLE: As the key Art Director on this project I worked alongside a copywriter to conceptualise and produce all promotional material.

FOR: WOOP! as a freelance Art Director.

DESCRIPTION: Global beauty brand L’Oreal overseas launches of key luxury fragrances in the New Zealand market.

ROLE: As the Senior Designer on the account I was responsible for leading our team and ensuring all marketing collateral was consistent and met all overall brand standards and guidelines.

FOR: L’Oreal while working at Federation.

DESCRIPTION: A collection of social posts designed to inform people customers of certain specialty skin ingredients and of particular skin routines that could improve your skin health.

ROLE: Background research into skin routines and product ingredients like retinol to promote specific products within the beauty department of Boots. I was responsible for Art Directing the shoots, and overseeing all visual elements to ensure they were consistent and on brand.

FOR: Boots, as the Senior Art Director.

DESCRIPTION: This trend led new season fashion launch was the first of its kind for the New Zealand department store and was also highly successful. Being an integrated campaign we created various elements for multiple platforms; Catalogue, POS, TVC, DM, EDM's, social, website material and online banner components.

ROLE: As an Art Director I was a part of the entire journey of this campaign from ideation to launch. This included concept development, pre-production such as talent scouting, location scouting and prop sourcing, directing photo shoots, and designing print and online material.

CREATIVE PARTNERS: Justin Jones, Jojaneke Wiig, Claire Becker.

FOR: Farmers while working at .99

DESCRIPTION: Waitrose is a high-end super market located in the UK. Guided towards customer acquisition and retention weekly edm's were sent out to their database to promote current online and in-store promotions.

ROLE: As the key digital designer I worked alongside the creative director and copywriter to ensure all design elements were consistent and that the marketing messages were on trend and effective.

FOR: Seven Seconds as a freelance digital designer.

DESCRIPTION: A selection of beauty shots from various beauty campaigns designed to drive sales, promote new products and communicate key trends.

ROLE: Researching and conceptualising current trends to promote specific new product releases within the beauty department. I was responsible for Art Directing the shoots, which included talent selection, briefing the photographer on lighting requirements and working with the makeup artist and stylist to achieve the desired 'look'.

FOR: Farmers, as the Senior Art Director on the Beauty account.

DESCRIPTION: Various online and print fashion editorials to promote seasonal products and trends to drive sales.

ROLE: As the Art Director my role involved conceptualising, talent selection, location scouting, directing photo shoots, visual design and layout, and copywriting.

FOR: Farmers while at .99

DESCRIPTION: Resort shop launch to promote summer product and drive sales. Integrated campaign across multiple marketing channels.

ROLE: Art Directed Photoshoot

TEAM: Makeup/Leisa Welsh. Stylist/Victoria Harvey. Photographer/Rob Hart.

FOR: Farmers