Tasked with brainstorming a brand moment to generate awareness, I presented the Billie x Chia Pet collab with the Billie team. With both brands being admirers of fuzz and rooted in 90’s nostalgia, it was a collaboration that felt natural and playful.
I led the campaign story and visual world for this campaign from start to finish, while overseeing executional design for all marketing assets. Enjoy! 😋
✿ CONCEPT
✿ CREATIVE DIRECTION
✿ STORY BOARDING
✿ GRAPHIC DESIGN
I led the campaign story and visual world for this campaign from start to finish, while overseeing executional design for all marketing assets. Enjoy! 😋
✿ CONCEPT
✿ CREATIVE DIRECTION
✿ STORY BOARDING
✿ GRAPHIC DESIGN
EARLY DEVELOPMENT
Early sketches of the terra cotta mold directions that were presented to the Billie and Chia Pet team. Final 3D mold render by Vincent Viriot.
CREATIVE & ART DIRECTION
After creating and presenting several campaign stories to the Billie team we landed on the campaign story “Fuzz should be fun!”. The campaign mixes humor with playful visuals that nod to the charm of classic toy ads, delivering a lighthearted reminder that women’s body hair isn’t that serious.
I worked cross-functionally with Billie’s brand director and social manager on developing and presenting IRL activations and digital amplification ideas for the campaign. The launch came alive through a nostalgic commercial and a vibrant OOH campaign across NYC and LA.
Additionally my role included leading art direction for the film and still-life shoot, as well as leading creative reviews on all deliverables: the film, OOH posters, e-comm, and social posts.
Photography moodboard
FILM VISUAL DIRECTION
The film took inspiration from nostalgic toy commercials with a campy, humorous twist. For this we leaned into the obscurity of the times: lots of overlay type and graphics, playful transitions, and excited, satisfied customers.
OOH WILD POSTINGS
Wild posting were across NYC and LA for two weeks.
DESIGN DIRECTION
Inspired by 90’s toy catalogs, the design leaned into playful grids, punchy colors, and a textured/grainy quality. Designed assets consisted of emails, PR cards, social, landing pages, the film end card and secondary packaging graphics.
Collaborators:
Photographer & Film Director: Luca Venter
Copy Director: Jacqui Briddell
Design Director: Cristala Andrews
Creative Director: Noemie Le Coz