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
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
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
Editorial Video
Assignment: Conceptualize and direct a fashion editorial video for LIAR magazine.
Creative Direction: Christine Be
DOP: Christos Karantzolas
Editorial Video
Assignment: Conceptualize and direct a fashion editorial video for LIAR magazine. Special thanks to PIER59 Studios.
Creative Direction: Christine Be
DOP: Nick Korompilas
Editorial Video
Assignment: Conceptualize and direct a fashion editorial video for LIAR magazine.
Creative Direction: Christine Be
DOP: Wen Colom
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
Friends & Family Promotion
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