LIAR magazine is a limited edition, biannual publication that focuses on the realm of the creative community. Through the blurring of lines between art, music, film, and fashion, these categorizations are becoming increasingly obscured and immaterial in understanding contemporary culture as we know it. LIAR aims to present an honest perspective of subjects through our lens while never losing sight of what makes them unique.
Featuring original content and photography of the highest caliber from new and established voices, it's definitely not the usual suspects.
Visit liarmagazine.com for more details.
Editor-In-Chief and Creative Director: Christine Be
Brochure Imagery
Assignment: Develop a variety of model and product imagery to be used for brochure promotions. Imagery to include multiple model ethnicities and dynamic product and swatch assets that can be flowed seamlessly into every day promotions within the brochure.
Art Direction and Design: Christine Be
Model Photography: Ben Hassett
Product Photography: Svend Lindbaek
Creative Direction
Assignment: Provide creative direction and styling for LIAR magazine.
Creative Direction and Styling: Christine Be
Photography: Tyler Nevitt
MAKE Cosmetics Website Redesign
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
ExtraLasting Makeup
Assignment: Re-brand the ExtraLasting franchise of long wearing makeup through model and product photography.
The ExtraLasting woman is sophisticated, multi-tasking, and always on-the-go. With ExtraLasting, she never has to worry about how her makeup looks because she is confident it stays put. Stay flawless from that first cup of coffee to after work cocktails!
Art Direction and Design: Christine Be
Model Photography: Ben Hassett
Product Photography: Rick Burda
Zenergy Limited Edition Color Collection
Assignment: Promote exclusive limited edition packaging and on-trend shades for Spring 2013 with model and product photography that create excitement towards the collection. Zenergy is the combination of serenity and energy. The collection features earthy yet vibrant colors to accentuate a woman’s natural beauty.
Art Direction and Design: Christine Be
Model Photography: Ben Hassett
Product Photography: Rick Burda
Creative Direction
Assignment: Provide creative direction and editorial design for LIAR magazine.
Creative Direction and Design: Christine Be
Photography: Muriel Liebmann
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
Floral Radiance Jewelry Collection
Assignment: Promote a jewelry collection in two color-ways (purple/silver and blue/gold) influenced by the meeting of East and West through model and product photography. The floral motif is derived from traditional tile motifs found in Morocco with hints of the Mediterranean.
Art Direction and Design: Christine Be
Model Photography: Guy Aroch
Product Photography: Kevin Cremens
Promotional Imagery
Assignment: Promote the Clearskin Professional franchise of targeted acne treatments. Create a sense of fun while maintaining a clear and simple message through model photography and design.
Art Direction and Design: Christine Be
Model Photography: Jason Kibbler
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
Posters 2005 - 2007
Assignment: Promote brand awareness and site traffic to STYLE.COM with visually arresting posters displayed in prominent parts of cities during fashion week including NYC, London, Paris, and Milan.
Agency: Laird+Partners
Art Direction, Illustration, and Design:
Christine Be
Social Media
Assignment: Create content for Pantene's social media outlets such as Instagram, Twitter, Pinterest, and Facebook highlighting hair styles during awards show coverage. Commission and utilize illustrations to convey red carpet looks from celebrities during the Oscars, Golden Globes, Grammys, and the Screen Actor's Guild Awards.
Agency: Condé Nast
Art Direction: Christine Be
Illustrator: Kelly Smith
Creative Direction 2006-2007
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
Naturals Personal Care
Assignment: Promote the Naturals franchise of value driven personal care (shower gels, body lotions, body sprays, and hair care.) Throughout the year Naturals develops new scent collections to refresh interest towards the brand. Model photography is essential in conveying the mood and lifestyle for each collection.
Cranberry & Cinnamon: A holiday collection focusing on the festive, warm and cozy spirit of the winter season.
Apricot & Shea: A collection focusing on the sunny, fresh and carefree spirit of the summer season.
Spiced Orange & Ginger: A collection focusing on the transitional nature of the autumn season when the air starts getting crisp and you need to throw an extra layer on to feel cosy.
Avocado & Macadamia Nut: A collection focusing on the dual benefits of avocado and macadamia oils for the hair.
Art Direction and Design: Christine Be
Model Photography: Ben Watts
Creative Direction
Assignment: Provide creative direction and editorial design for LIAR magazine.
Creative Direction and Design: Christine Be
Photography: Andrew Boyle
Promotional Imagery
Assignment: Specifically promote Clearskin Professional Black Mineral Mask from the Clearskin Professional franchise of acne treatments. Create a sense of fun while maintaining a clear and simple message through model photography and design.
Art Direction and Design: Christine Be
Model Photography: Jason Kibbler
The Jezebel 25 - Single & Group Portraits
Assignment: Provide creative direction and production of an editorial photo shoot for Jezebel, a website aimed at women's interests, under the tagline "Celebrity, Sex, Fashion for Women."
To celebrate their fifth anniversary in 2012, the Jezebel 25 honored 25 up-and-comers, women at the forefront of what they do. The shoot was immediately followed by an invite-only event, featuring a live projection showcasing the portraits of the honorees as well as images from the party itself, happening in real time.
As per Jezebel policy, none of the women in the images were retouched.
Creative Direction: Christine Be
Photography: Nikola Tamindzic
Advertorials
Assignment: Create custom print advertorials featured in Bon Appétit (June, July, August editions) with corresponding interactive tablet executions leading the viewer to the Epicuriousity Channel.
Gevalia tasked CNMG with helping it shift the perception of Gevalia from a brand consumers may have heard of, (but didn't necessarily understand its identity) to a premium coffee brand with a strong history and high standards. Gevalia also wanted to tout its new availability in grocery stores, since it was once only available via direct mail.
Condé Nast created a rich program, anchored in video that inspired the daily coffee drinker to elevate his/her usual morning java experience into an art, honoring the senses. This multi-channel activation positioned Gevalia at the forefront of The Art of Coffee, helping the readers explore the extraordinary nuance and tradition surrounding a seemingly simple daily ritual through the lens of each participating Condé Nast brand. It took site visitors through its history and provided context for its distinction among other coffee brands.
Agency: Condé Nast
Art Direction and Design: Christine Be
Photography: Gentl and Hyers
Be Delicious Fragrance Launch
Assignment: Launch "Be Delicious", a new fragrance for women and men from DKNY by creating original concepts for print and television advertising. Design logo, packaging, and labels for overall branding. Developed tagline "take a bite out of life!"
Be Delicious by DKNY was considered one of the most successful fragrance launches of it's time which lead to many refreshes with different models and sub-fragrances adapting similar concepts.
Agency: Laird+Partners
Art Direction: Christine Be
Model Photography: Mikael Jansson
Product Photography: Dan Forbes
Friends & Family Promotion 2014
Assignment: Conceptualize and produce a 30 second television commercial for Lord & Taylor's annual "Friends & Family" sale. Partner with copywriter and director on concepts, scripts, casting, and direction for the overall look and feel of the spot.
The final spot is called "Magic Box": A group of friends and family pass the same Lord & Taylor gift box from one person to the next. Each one opens this same magic box and pulls from it exactly what they have been wishing for before handing it to the next person to do the same. They convene together at the end, admiring each other's presents.
Agency: Totem Creative
Art Direction: Christine Be
Director: Eric Johanson
Online Promotions
Assignment: Promote various items on the website with photography and design in line with J.Crew branding guidelines.
Art Direction and Design: Christine Be
Product Photography: In-House
Nailwear Pro+
Assignment: Re-brand the Nailwear Pro+ franchise of nail color through model and product photography.
The imagery conveys the durability and long lasting color of the new formulation with the use of props reflecting the everyday obstacles manicured nails need help to endure.
Art Direction and Design: Christine Be
Photography: Graeme Montgomery
Advertising & Collateral 2001-2005
Assignment: Create concepts and designs for print advertising and collateral on a seasonal basis.
Agency: Laird+Partners
Art Direction and Design: Christine Be
Photography: Various—Peter Lindbergh, Mikael Jansson, Steven Sebring, Carter Smith
Online Promotions
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
Advertising & Collateral 2001-2005
Assignment: Create concepts and designs for print advertising and collateral on a seasonal basis.
Agency: Laird+Partners
Art Direction and Design: Christine Be
Photography: Various—Peter Lindbergh, Mikael Jansson, James Houston
