Make it Magical

As the Lead Art Director for BEAUTY BAY’s 2020 Christmas Campaign, I was asked to concept an above the line campaign with the primary objectives being to visually entertain and incentivise the target audience during a period of global uncertainty, and sustain new customer acquisition levels that were seen during the first lockdown. We drew inspiration from Euphoria to create a dream like, midnight aesthetic and cast prominent beauty influencers to feature in their own magic moments. The campaign’s success was evident, meeting all of its key sale and acquisition targets.