In response to regional creative needs for the U.S. market, I directed and executed a series of custom holiday-themed photographs inspired by the Global DMI Holiday 2023 assets. With the U.S. using different physical sets, this shoot was developed to align with the global creative while addressing the specific content needs of the U.S. marketing team.
Creative Strategy:
Interpreted the Global DMI holiday concept to create a localized version that maintained visual consistency with the global campaign while tailoring it for U.S. channels.
Interpreted the Global DMI holiday concept to create a localized version that maintained visual consistency with the global campaign while tailoring it for U.S. channels.
Pre-Production & Planning:
Built a targeted shot list and collaborated with stylists and photographers to align the creative direction with U.S. brand goals and cross-platform needs.
Built a targeted shot list and collaborated with stylists and photographers to align the creative direction with U.S. brand goals and cross-platform needs.
On-Set Execution:
Directed styling, lighting, and composition on set to ensure deliverables met platform-specific requirements. Navigated real-time problem-solving to adapt the global look within new set limitations.
Directed styling, lighting, and composition on set to ensure deliverables met platform-specific requirements. Navigated real-time problem-solving to adapt the global look within new set limitations.
Post-Production & Delivery:
Managed retouching rounds and final asset delivery for deployment across all U.S. social platforms, CRM/email campaigns, homepage features, site banners, and paid media ads.
Managed retouching rounds and final asset delivery for deployment across all U.S. social platforms, CRM/email campaigns, homepage features, site banners, and paid media ads.
This series enabled IT Cosmetics to maintain visual brand equity across regions while tailoring the holiday campaign for high-impact D2C and social performance in the U.S. market.
