Victoria Beckham Beauty
A collaboration spanning several seasons of content creation at the intersection of performance and clean beauty, including launch campaigns for hero products:
EyeWear Longwear Eyeshadow Stick, BabyBlade Microfine Brow Pencil, & the Contour Stylus Precision Contour Stick
My role: Creative Director at CLOSER
I led creative execution for 360 campaigns, including creative strategy and concept development for still and motion hero capture, social content concept, capture, and rollout planning, application, product, and ecomm content, OOH creative, and in-store signage and collateral, along with the delivery of campaign toolkits.
This end-to-end effort included managing a small internal team and partnering with production to develop strategic shoot plans, identifying shoot talent, directing on set, and overseeing post-production (motion/VFX) through delivery.
EyeWear
EyeWear
The Brief:
Launch VBB EyeWear, an ultra-creamy eyeshadow stick in fashion-driven shades and finishes inspired by Victoria’s wardrobe and her affinity for wearable color, with a campaign that bridges fashion and beauty, showcasing her unique POV on color.
The Challenge:
Deliver a large suite of 360 multi-function still and motion assets — at hero campaign and tactical application levels, partnering with top tier talent.
Our Concept:
Enter EyeWear VBB Studios
Inspired by Victoria Beckham’s fashion line and iconic use of color, we reimagine BTS capture as Avedon-inspired,
campaign-level content that spotlights on-set artistry and positions beauty as an essential expression of personal style.
Overview:
My Role
Responsible for leading campaign development from concept through delivery, including:
Overarching storytelling concept that strategically connects product to VB Fashion Line and overall lifestyle
Hero Campaign content with inspirational storytelling
Application content highlighting product benefits and use
OOH execution concepts and final asset delivery
Social content with a strategic mix of Hero and Application storytelling, with phased rollout toolkits
Concept, design, and delivery of window and in-store collateral
Concept, design, and delivery of e-commerce assets, including crops and toolkits
Press box concept and design
The Team
CLOSER Chief Creative Officer: Andreas Neophytou
Copy Lead: Hayden Manders
Producer: Jenny Friedberg
Engagement Director: Kristina Ho
Account Lead: Dani Cubillos
Photographer: Dan Jackson
BTS Photographer: Soraya Zaman
Styling: Tonne Goodman through MAWorldGroup
Hair: Jimmy Paul through Susan Price
Makeup: Mark Carasquillo through R3 Mgmt
Manicurist: Rica Romain
Head of Motion: Adam Aftanas
Film Editor: Ben Fitzgerald
Film Color + Post: Emily Spiegelman
BabyBlade
BabyBlade
The Brief :
Launch VBB’s new BabyBlade Microfine Brow Pencil, introducing the world to the latest game-changing product in brow artistry. Build on the established “VBB Studio” creative world to showcase the product as a powerful tool to frame and perfect your style with precision.
The Challenge
Bring the “VBB Studio” BTS concept to life in a fresh unique way specific to BabyBlade. Create a versatile suite of assets with minimal capture.
My role:
Led campaign development, translating the product brief into 360 execution from concept through delivery — including overarching storytelling tied to the VB Fashion line, hero and application shoot concept and production, including on-set direction, through post, social content concept and design with phased-strategy rollout toolkits, and e-commerce asset design and delivery.
The Team:
CLOSER Chief Creative Officer: Andreas Neophytou
Producer: Jenny Friedberg
Photographer: Dan Jackson
Accounts Lead: Dani Cubillos
Head of Motion, VFX, and Post Production: Adam Aftanas
Copy Lead: Hayden Manders
Contour Stylus
Contour Stylus
My role:
Led campaign development from concept through delivery, creating overarching storytelling aligned with the VB Fashion line.
Delivered integrated assets across hero, application, and social, with phased rollout toolkits, along with and e-commerce creative, crops, and guidelines.
The Brief:
Launch the VBB face contouring stick — a slim, targeted sculpting stick for smooth, controlled application. Continue to build on and evolve the “VBB Studio” world with a new look, feel, and tone.
The Challenge:
Make the VBB Studio treatment feel unique to the Contour Stylus product. Create a versatile suite of assets with minimal capture.
The Team:
CLOSER Chief Creative Officer: Andreas Neophytou
Producer: Jenny Friedberg
Photographer: Dan Jackson
Accounts Lead: Dani Cubillos
Head of Motion, VFX, and Post Production: Adam Aftanas
Copy Lead: Hayden Manders