SOCIAL FILM FOR THE CHINA MARKET

This campaign was started with a strong cultural insight about the Chinese Generation coming of age today. In China everyone grows up hearing 听话 or “do as you’re told,” which dictates how you’re supposed to behave. But we wanted to challenge these traditions and create a positive space for Chinese Youth to express their true selves. The #IFOLLOWME Campaign encourages them to take the ‘rules’ and make them their own... 听话 — 听自己的话.

Individuality and following oneself— that is what our VS Campaign celebrates and it was groundbreaking because it gave our youth a voice. This was a passion project for everyone involved and I’m so incredibly proud of what we created.

Whatever your path... follow it. #ifollowme

CREATIVE CD, Art Director: Theresa Linares / CD, Writer: Joy Zhou

DIRECTOR Maxime Quoilin

PRODUCTION Good Company & Sweetshop

THE BRIEF : Reinvent Feria.
SOLUTION : Created the vision for the New Feria.

I created the vision for the New Feria, the expression of which is: Live in Feria. This was an idea that had been in my mind for a few years— a desire to show this brand not as a mere haircolor, but as an entire way ofbeing— a way of life. The goal was to pay tribute and honor the raw nature and one-of-a-kind spirit behind those fearless enough to make such a colorful statement with their hair, and with their lives.

This is what it means to— 'Live in Color and Live in Feria.'

CREATIVE ACD, Art Director: Theresa Linares
CD, Writer: Linda Phillips
Art Directors: Lindsay Yellin and Rebekah Stein

LAUNCH CAMPAIGN FOR VIDAL SASSOON STYLING

Shot by Loic Maes and Ben Cope, this is our launch of an an entirely new line of bold, exciting Styling products from Vidal Sassoon that let you express your versatile style. This campaign is a celebration of individuality and endless hair possibilities. It starts with a product and ends with your imagination. Go create. And follow your path. #ifollowme

CREATIVE CD, Art Director: Theresa Linares / CD, Writer: Joy Zhou

DIRECTOR Loic Maes

PHOTOGRAPHER Ben Cope

PRODUCTION Good Company & Sweetshop

Two of my greatest passions... Fitness + Photography. This is a collection of photographs I've taken during our competitions at a couple of Crossfit Boxes I go to... Crossfit Solace NYC, Lonestar Crossfit, Einhorn Crossfit and Mission Crossfit SA. Enjoy! 

The True Match Campaign honors the diversity of women by dramatizing their ethnic heritage as seen in their unique skin tones. Because we all know our skin is more than just our skin, it's a mosaic of every face that came before it. We featured Jennifer Lopez, Beyonce and Aimee Mullins, to kick off the campaign, however since its release in 2012, we've celebrated the heritage of many more celebrities and non-celebs alike, and the numbers keep growing.... With minimal sets and beautiful lighting we are able to really show each woman's own one-of-a-kind story.

The shoppable MatchMaker by True Match Digital App dives deep to ask our target a series of calculated questions, ensuring she is lead to her one and only shade of True Match.

CREATIVE ACD, Art Director: Theresa Linares
VP, CD, Art Director: Mark Dixon
VP, CD, Writer: Sue Whalen
DIRECTOR Laurent Chanez 

THE BRIEF : Execute the largest brand launch ever for L'Oreal: L'Oreal Advanced Haircare

SOLUTION : Knowing the universal truth that all women want to change something about their hair, we created a campaign that dramatized how the science behind L'Oreal's Advanced Haircare could do more than clean your hair--it could actually change your hair.

The facts speak for themselves:  Five years of research. 8 U.S. patents. 5,000 tests. All to perfect L'Oreal's Innovative formulas with targeted actives that go deeper than any formula ever has.

We launched with TV, print and a social presence on youtube. We even carried the campaign to the Canadian Market the following year.

We continued with 360 take-overs of NYC's Grand Central Station, Chicago's Union Station, as well as L.A.'s The Grove shopping mall.

We also helped created L'Oreal's Hair Genius App which examines hair's specific needs on a micro-level in order to find the perfect Advanced Haircare products for every type of hair. 

RECEPTION : Incredible success with growth to a near 5 share in the first year, with a steady hold ever since.

CREATIVE ACD, Art Director: Theresa Linares
VP, CD Writer: Kathleen VanHoff
DIRECTOR Peggy Sirtoa
PHOTOGRAPHER Kenneth Willardt

THE BRIEF :  Relaunch Feria Haircolor

SOLUTION :  We created a campaign in 2012 that really pushed the fashion, styling and hair to a new level for the brand. But more importantly, we showed why Feria Haircolor is unlike any other haircolor in the market, because Feria is the only haircolor with 3 vibrant tones. Giving you triple the highlights and 'color that moves.' This is precisely why, there's only one Feria. Our relaunch featured TV, print and social presence on youtube.
RECEPTION :  Unbelievable success with 3 share growth within the first year of advertising.
 

CREDITS : 

CREATIVE ACD Art Director: Theresa Linares  //  CD Writer: Analiza Alba  

DIRECTOR  Laurent Chanez  

PHOTOGRAPHER  Kenneth Willardt

THE BRIEF :  To communicate the superiority of Preference in a fresh, compelling and relevant way.

SOLUTION :  When it comes to haircolor, women don’t see the difference between one brand and another. This campaign focuses on the unique craftmanship that makes Preference haircolor so special and so beautiful. The many subtleties in each shade are the reason that no other haircolor compares to Preference and why it is truly deserving of the name Superior Preference. 

PREFERENCE HAIRCOLOR CRAFTIER : Digital platform allowing consumers to, for the first time, discover, learn, play and mix-up their own color at our color craftier. A colorful and delightfully educational process to see all that goes into the creation of one shade and the story behind its creation.

CREATIVE ACD, Art Director: Theresa Linares
CD, Writer: Linda Phillips
DIRECTOR Peter Lindbergh
PHOTOGRAPHER Peter Lindbergh