Website Design
Assignment: Partner with MAKE Cosmetics founder and Creative Director in redesigning and elevating the brand's web presence through the use of updated designs and modern UI/UX functionality.
The challenge was to build a site that was not only eCommerce friendly, but to reflect the MAKE sensibility by editorializing the collections, creating content beyond product pages, and provide brand awareness through product storytelling. The MAKE brand has beautiful imagery and a wealth of information which creates a blog-like environment. Long, scrollable pages provide deep content wells encouraging the user to browse and explore the site.
Art Direction and Design: Christine Be
Photography: Various
Instagram/YouTube Promos
Assignment: Conceptualize and direct a series of short videos to promote #BRAVOLUTION — a size inclusive awareness program for FullBeauty’s intimate apparel brands.
Creative Direction: Christine Be
DOP: Nick Korompilas
Advertising
Assignment: Concept and execute across 360 assets including print, digital, and social. Manage model and still life photo shoots.
Creative Direction: Christine Be
Photography: Various
Evergreen Video
Assignment: Conceptualize and direct a series of evergreen videos with MAC Cosmetics (China) for the 3 color categories: lipsticks, eyeshadows, and foundations.
Creative Direction: Christine Be
Promotional Video
Assignment: Conceptualize and direct a promotional video for MAC Cosmetics new collection.
Creative Direction: Christine Be
Promotional Video
Assignment: Conceptualize and direct a promotional video for MAC Cosmetics limited edition lipstick featuring Qi Wei.
Creative Direction: Christine Be
Promotional Video
Assignment: Conceptualize and direct a promotional video for MAC Cosmetics limited edition lipstick featuring Lay Zhang.
Creative Direction: Christine Be
Promotional Video
Assignment: Conceptualize and direct a BTS video for MAC Cosmetics Studio Fix featuring Qi Wei.
Creative Direction: Christine Be
Advertising
Assignment: Interpret creative briefs into engaging, conceptual, and refined visuals that are on brand from concept to execution across 360 assets including print, in-store, digital, and social. Manage photo shoots for various promotions and icons.
Art Direction & Design: Christine Be
Photography: Various
YouTube Series
Assignment: Conceptualize and produce a makeover series for Pantene's YouTube channel. Act as the primary liaison between the client and the creative agency. Lead team of copywriters and director on scripts, casting, and overall direction for the total look and feel of the series.
"New Hair / New You" features celebrity hair stylist Matt Fugate surprising different women on the street that have been chosen by their friends for a flash makeover. With a total of 8 episodes, each one explores a different occasion and unique look for their respective needs.
Agency: Condé Nast
Art Direction: Christine Be
Director: Mac Premo
YouTube Series
Assignment: Conceptualize and produce a how-to series for Pantene's YouTube channel. Act as the primary liaison between the client and the creative agency. Lead team of copywriters and director on scripts, casting, and overall direction for the total look and feel of the series.
"Head to Head" is a how-to series featuring two takes on one hair styling trend. Each episode pairs two experts from leading beauty and style magazines walking through the steps for each look. There are 4 episodes total featuring Lori Bergamotto (Lucky), Lana Jayne (Glamour), Lauren Cosenza (Self), and Melissa Bizzak (Teen Vogue.)
Agency: Condé Nast
Art Direction: Christine Be
Director: E.J. McLeavey-Fisher
Photo Art Direction, Branding and Design
Assignment: BLUEFLY.COM is an online retailer of discounted luxury fashion, accessories, and home goods. With hundreds of prestige brands (Armani, Balenciaga, Bottega Veneta, Calvin Klein, Chloé, Gucci, Hermès, Louis Vuitton, Marc Jacobs, Prada, etc...) the challenge was to create unique and engaging imagery suitable to each individual brand’s aesthetic while maintaining an elevated aesthetic for the overall Bluefly brand.
Daily responsibilities included: Working with the Chief Marketing Officer and design staff to plan and strategize upcoming launches. Overseeing staff of junior art directors and designers on site design. Developing visual assets with in-house photographers to reflect the premium quality of the brands. Managing monthly budgets through photo shoot consolidation, streamlining processes, and creating a variety in style through the development of a prop/backdrop closet. Providing direction for set design (in studio and on location), model casting, wardrobe styling, hair and makeup for editorial style fashion stories.
Creative Direction: Christine Be
Photography: Ron Purdy
Website and Email Design
Assignment: Promote various items within the website and emails with photography and design in line with Tiffany & Co. branding guidelines.
Art Direction and Design: Christine Be
Product Photography: In-House