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Art Direction for Midnight Recovery
From sketching to execution, I partnered with the photographers of Y+J to bring concepts to life. Using their stunning photos, I created a campaign with hero banners, a landing page, emails, and page breakers. The project required extensive planning, collaboration, and leadership, including meetings, presentations, and delivering digital assets. It was a fun, fulfilling experience and a great growth opportunity.
My goal for this key visual was to capture the cozy, comforting essence of the bestselling Midnight Recovery Concentrate. I aimed to highlight the blend of science and nature by pairing clean apothecary glassware with the formula's key botanical ingredients.
Concept Sketch
Final
Ingredient Story Key Visual
This key visual features a cream and serum as a nighttime duo. The shot is clean and serene, with a soft, glowing vibe that feels both luxurious and calming. I kept Kiehl’s signature blend of science and nature in mind while integrating the dreamy aesthetic of Midnight Recovery.
Night Time Duo Key Visual
Concept Sketch
Final
Concept Sketch
Final
Shoppable Collection Key Visual
Here, I centered the collection products, making their deep blue packaging as the focal point. To reflect the blend of science and nature, I added clean glassware for an apothecary-inspired feel and soft botanicals for an organic touch. The layout balances precision and calm, visually merging the brand’s technical and natural ethos in a clean, elegant way.
Key Visual Imagery as Mobile Layouts
Key Visual Imagery as
Mobile Layouts
Landing Page and Email Layout
Landing Page
Mobile
Page Breaker Banners
Desktop
Page Breaker Banners
I could not have created such a beautiful campaign without the help of the photographers of Y+J as well as the many collaborators from various departments at Kiehl's.
Photography credit: Y+J
Mobile
Page Breaker Banners
I could not have created such a beautiful campaign without the help of the photographers of Y+J as well as the many collaborators from various departments at Kiehl's.
Photography credit: Y+J
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