Marc Jacobs Daisy Campaign
My Contribution:
Creative Direction
Art Direction
GWP Design
Graphic Design
2017 Clio Shortlist for Fashion and Beauty
Our goal was to create a social worthy campaign that drove to retail locations, and hacked social media without an expensive social partnership.
The solution was a custom phone camera lens, inspired by the daisy bottle, and available exlcusively at beauty counters. When used, the lens created a distortion effect, supporting the key creative theme throughout the campaign.
![](https://freight.cargo.site/t/original/i/f1ba8dd46a47945f9a44899c4c8074bdc502aecab71d6e4a6c2f16cebf8ecf18/MJ_main.jpg)
BRIEF
Create a socially driven campaign in order to drive foot traffic to beauty counters and fragrance sampling.
SOLUTION
We wanted to create something memorable for mobile devices. With a lean bugdet, we could not
create an A/R filter.
Instead we developed a physical mobile phone camera lens. The accessory was obtained at beauty counters and gifted with purchase.
OUTCOME
50k lenses distributed
$.30 unit lens cost
HONORS
Clio Shortlist 2017
![](https://freight.cargo.site/t/original/i/2eeba676640c73763828e95fbb3f2c3cc84195151b12a89a687333a3028bb495/MJ_Shots.jpg)
LENS EFFECT
User Generated photo examples taken with the Daisy lens display the results of the distinct prism distortion effect
![](https://freight.cargo.site/t/original/i/e88fec08be315e90bcee0b1ec444cc8b9775ecc48b303d49cfb30dc882632bad/MJ_RandD.jpg)
PROTOTYPE & DEVELOPMENT
My team and I tested and 3D printed rapid prototypes to perfect the design of the Daisy lens
![](https://freight.cargo.site/t/original/i/a8197700635cdb8b72e47497dec5504fa09b7d3a4f6bbd5d56b6b4e0023b9b9a/012617_Quote_Lets-Do-What-We-Love-23899_.gif)
![](https://freight.cargo.site/t/original/i/87f89d9d8a627b657924150f52ffade5227accb6d3b9865cb297fd85da5a0ea8/Final_Seeing_is_Believing.gif)
SOCIAL ASSETS
I led the creation and concepts for distinct social brand assets to promote the campaign on Instagram
Creative Team: Yan Sze Li, Jess Zhang, Oleg Pashkovsky