La Mer.

Since joining the Estée Lauder Companies in 1995, La Mer has become the most coveted skincare brand in the world.

I was commissioned to create La Mer’s Social Media Creative Guidelines - an 80-page brand bible for La Mer Global and subsidiary markets that outlined the brand strategy, content pillars, and “do’s and don’ts” of creating content.

At the time, the brand barely existed on social channels. Within 1 year, La Mer was named the top skincare brand on social media. Out of this collaboration, I creatively produced, directed, and photographed monthly evergreen lifestyle content for the next four years.

I created content in New York, Miami, Los Angeles, Canada, Mexico, Italy, Switzerland, and Shanghai. I demanded diversity in casting for the brand, hiring and shooting the first black models and first plus-size models ever for the brand. I worked hand-in-hand with the brand on film sets, shooting influencers and talent including Sara and Erin Foster, Nina Garcia, Garance Dore, Leonie Hanne, Zoey Deutch, Tylynn Nguyen, Shiona Turini, Natasha Liu Bordizzo, and Andra Day.

I have an ongoing relationship with La Mer, continuing to support projects that require production, casting, location scouting, video direction, and continuous content creation. Most recently, I directed videos to help explain their Virtual Consultation and new Shade-Matching tools (full videos to be released upon the new website redesign). I also traveled to a remote part of Vancouver Island to capture the sea kelp harvest (the primary ingredient in their skincare), and to advise on video direction and production in advance of a global influencer event slated for August 2022.

Select screenshots of the social feed featuring my work, as well as some internal processes (mood boards vs execution) are shared below. This is not extensive.

PS. I’ve also shot some “short & sweet” video content: Sheet Mask, Masking Meditation, Unwrap Me, Cyber Monday, Holiday Glow, ASMR, Body Texture, Amalfi Glow, Fresh, Love Your Body, Meet your Matte, Oh So Misty, By the Sea.