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.



BRIEF

Create a social activation in order to drive foot traffic at beuaty counters and sample the fragrance.





SOLUTION

Because of budget restraints we could not partner with instagram or snapchat to create an A/R filter. Instead we developed a unique GWP available at beauty counters that created ownable UGC.




OUTCOME

50,000 lenses distributed
$.30 per unit




HONORS

Clio Shortlist 2017







LENS EFFECT


User Generated photo examples taken with the Daisy lens display the results of the distinct prism distortion effect





PROTOTYPE & DEVELOPMENT


My team and I tested and 3D printed rapid prototypes to perfect the design of the Daisy lens





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




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