The Body Shop
Freedom To Be: Makeup Campaign
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The Freedom To Be campaign concept centres around the idea that genuine confidence is not tied to being outspoken or outgoing; instead, it flourishes when individuals embrace their true selves wholeheartedly. Whether someone is introverted or extroverted, reserved or lively, the essence of confidence lies in being authentic. The campaign's creative direction highlights how the brand's products cater to a diverse range of styles and personalities, demonstrating their versatility and ability to complement various looks and attitudes, from understated to daring.
I led the digital and motion design for this campaign across social channels, website, CRM, and a design toolkit for the global market.
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Global Lead Digital Designer
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Visual Identity / Digital Design / Animation / Story Boarding / Design Toolkit
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Figma, Adobe Illustrator, Adobe Photoshop, Adobe After Effects
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2023
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Art direction: Kaz Takahashi
Digital Design: Yvette Lai
Motion Design: Yvette Lai, Milad Fooladshekan
Unleash The Power of Ginger:
Ginger Haircare Campaign
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This social-first campaign for The Body Shop's Ginger Haircare range aimed to break from tradition and engage Gen Z. Playing on the powerful scent of ginger, we asked, "What happens when you unleash the power of ginger and let it go to your head?" The campaign encouraged a bold, main-character attitude.
I collaborated with the art director to lead the design direction, creating a rebellious visual identity and handwriting graffiti fonts to resonate with youth. -
Global Lead Digital Designer
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Design Direction / Visual Identity / Hand-written Font Design / Digital Design / Motion Graphics / Design Toolkit
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Figma, Adobe Illustrator, Adobe Photoshop, Adobe After Effects, Procreate
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2024
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Art direction: Sarah Harry-Isaacs
Visual Design: Yvette Lai
Motion Design: Yvette Lai, Milad Fooladshekan
Video: Georgia Baker-Smith
Copy & Messaging: Milly Ajayi
