Hello Happy
Foundation can be boring, but not Hello Happy. In 2018, Benefit shook up the foundation category with the launch of a new soft blur foundation in 12 shades. Inspired by the name and packaging, I teamed up with copywriter Amber Shadewald and Orchid Creation to bring Hello Happy to life through a series of fun animated videos for the launch campaign. I also art directed all model photography and in-house social content, providing global markets with a complete toolkit to launch Hello Happy across web, social, and retail partners. Styled in shades of pink—from light pink to fuschia—models embodied Hello Happy through smiles, laughter, and joyful expressions.
creative concepting + art direction + visual design
Hello Happy 2019
A year after its debut, Hello Happy introduced two additional products: Velvet Product Foundation and Flawless Brightening Foundation. I teamed up again with copywriter Amber Shadewald to concept the launch campaign and art directed the photography and creative for web, social, and retail. We boogied to the beat of a disco roller rink concept to highlight the campaign’s key visual and show Benebabes the beauty of being lit from within. We also got creative with our limited budget and produced a video using stills from our photoshoot in unexpected ways.
creative concepting + art direction + visual design
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