Katy Metcalfe
Available

Katy Metcalfe

Art DirectorLondon, United Kingdom
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Katy Metcalfe
Available

Katy Metcalfe

Art DirectorLondon, United Kingdom
About me
Art director and designer with 6 years agency experience working across different disciplines from luxury print to video content for online and social.
Projects
  • Hair
    HairWella are striving to position themselves as the number one choice for colour and styling products. To help them achieve this, I elevated their online content to be solely hair focussed with a premium, luxury feel. Produced at Beamly Agency (COTY Inc). Skills: concept, art direction, post production, design Output: stills, videos and design assets for online and social Photographer: Billie Scheepers / Lara Jade DOP: Alex Knowles Hair: Chris Long, Chris Southern MUA: Gina Blondell, Min Sandh
  • Fragrance
    FragranceThe concept for Autumn was all about ‘staying in is the new going out’. Based on insights from consumer signals, the content that was resonating most with the Playboy Fragrances audience had a playful tone with lots of movement and interesting angles. I used this data to create a shoot full of energy which performed extremely well across social channels. Produced at Beamly Agency (COTY inc). Skills: concept, art direction, post production, design Output: stills, videos and design assets for
  • Hair
    HairArt Direction for Wella Shockwaves social content. Building on the success of the previous shoot, I curated new looks for the season to inspire and engage consumers. During the course of one day, I ran both video and stills sets with three models to maximise the amount of assets and ensure we had content that was both educational and inspirational. Produced at Beamly Agency (COTY inc). Skills: concept, art direction, post production, design Output: stills, videos and design assets for online
  • Fragrance
    FragranceAlways-On content for Playboy Fragrances. The concept for this shoot was all about the new energy that comes with Spring . Produced at Beamly Agency (COTY inc). Skills: concept, art direction, post production, design Output: stills and design assets for social Photographer: Jessica Mahaffey DOP: Luke Prior Hair: Darren Hau MUA: Gina Blondell Fashion: Ruby Elkins
  • Hair
    HairWella Shockwaves had been struggling to connect to their millennial audience and had very limited digital content. The brand’s imagery had a tough ‘attitude’ which was not resonating well with their consumers, so I worked with Wella to shift the brand in a different direction. I softened the overall look and feel by introducing colour and movement (but still kept an urban edge) and showcased relevant, attainable hairstyles. The digital toolkit consisted of a combination of inspirational and educ
  • Fragrance
    FragranceThe festive period is the most important time of year for the fragrance industry so this final Playboy Fragrances shoot needed to be extremely impactful and stand out from the crowd. The model shoot was inspired by Andy Warhol’s silver factory and these striking images sat alongside product still life shots which had a strong gifting focus to drive purchase intent. Produced at Beamly Agency (COTY inc). Skills: concept, art direction, post production, design Output: stills, videos and design
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Projects credited in
  • Soft Colour - Wella
    Soft Colour - WellaBrand new product launch for Wella. Managed all of the production and casting.
Work history
    Beamly logo
    Beamly logo
    Art DirectorBeamly
    London, United KingdomFull Time
    Beamly (COTY inc) is a global mar-tech agency specialising in creating digital content for the worlds leading beauty brands.
    T
    T
    Creative Graphic DesignerTilley Associates
    London, United KingdomFreelance
    Tilley Associates is a London based boutique creative agency specialising in stylish, effective campaigns for retail, fashion, beauty and home brands.
Skills
  • Digital/ Print
  • Illustration
  • Motion Graphics
  • Art Direction
  • Creative Typography
  • Artwork
  • Editorial
  • Packaging
  • Branding
  • Web Design
Education
    S
    S
    Year AbroadSCAD Atlanta
     - Atlanta, United States
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    A
    Year AbroadAgnes Scott College
     - Atlanta, United States
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