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CHRISTINE BE

Creative Direction & Design

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LIAR Magazine

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

#BRAVOLUTION

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

Editorial - Golden Girls

Beauty Editorial

Assignment: Provide creative direction and styling for LIAR magazine. 

Creative Direction and Styling: Christine Be
Photography: Tyler Nevitt

 

VILLAGELUXE

Website Design and Branding

Assignment: The business concept for VILLAGELUXE is unique in that it describes itself as “a cross between AirBnB and Net-A-Porter.” The challenge was to design a site that felt as easy to navigate and understand like AirBnB (with it’s user profiles and reviewing system) while making it feel premium and stylish.

Creative Direction and Design: Christine Be
Photography: Various

FULLBEAUTY - Photo Direction

Website Imagery

Assignment: FULLBEAUTY.COM is an online marketplace for plus-size fashion, accessories, and home goods. Provide creative direction for editorial concept, set design, model casting, wardrobe styling, hair, and makeup. 

Creative Direction: Christine Be
Photography: Various

MAKE Cosmetics

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

AVON - Photo Direction

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

PANTENE - New Hair / New You

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

AVON - ExtraLasting

Advertising

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

T-SHIRT BRA

Social Media Content

Assignment: FullBeauty Brands is a size-inclusive fashion company that just launched their first exclusive T-Shirt bra collection. The goal was to create content to promote the launch through their various social media channels (Instagram, Pinterest, etc…) with a variety of assets including animated gifs, model and still life photography.

Creative Direction and Design: Christine Be
Photography: Various

AVON - Zenergy

Advertising

Assignment: Promote exclusive limited edition packaging and on-trend shades for Zenergy Limited Edition Color Collection 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

Editorial - Car Song

Fashion Editorial

Assignment: Provide creative direction and editorial design for LIAR magazine. 

Creative Direction and Design: Christine Be
Photography: Muriel Liebmann

AVON - Jewelry

Advertising

Assignment: Promote Floral Radiance 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

PANTENE - Mane Event

Social Media Content

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

Editorial - Girl Just Wanna Have Fun

Fashion Editorial

Assignment: Provide creative direction and editorial design for LIAR magazine.

Creative Direction and Design: Christine Be
Photography: Andrew Boyle

PANTENE - Head to Head

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

STYLE.COM

Advertising

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

Clearskin Professional

Advertising

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

BLUEFLY.COM

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

AVON - Naturals

Advertising

Assignment: Promote the Naturals Personal Care 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

Clearskin - Black Mineral Mask

Advertising

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

Jezebel

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

Gevalia

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

DKNY - Be Delicious

Advertising

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

Lord & Taylor

Television Commercial

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

J. Crew

Website Design

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

AVON - Nailwear Pro+

Advertising

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

DKNY

Advertising & Collateral

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

Tiffany & Co.

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

Donna Karan

Advertising & Collateral

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

LIAR Magazine

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#BRAVOLUTION

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Editorial - Golden Girls

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VILLAGELUXE

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FULLBEAUTY - Photo Direction

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MAKE Cosmetics

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AVON - Photo Direction

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PANTENE - New Hair / New You

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AVON - ExtraLasting

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T-SHIRT BRA

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AVON - Zenergy

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Editorial - Car Song

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AVON - Jewelry

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PANTENE - Mane Event

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Editorial - Girl Just Wanna Have Fun

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PANTENE - Head to Head

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STYLE.COM

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Clearskin Professional

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BLUEFLY.COM

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AVON - Naturals

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Clearskin - Black Mineral Mask

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Jezebel

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Gevalia

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DKNY - Be Delicious

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Lord & Taylor

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J. Crew

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AVON - Nailwear Pro+

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DKNY

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Tiffany & Co.

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Donna Karan

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“Those who seek beauty will find it.” —Bill Cunningham