LA MER

Design + Art Direction

New York, New York
April 2022 to the present

Lead the design, development, and production of La Mer’s eCommerce experiences, including the in-store and online Skin Diagnostics Tool and Moisturizer Finder. Collaborate closely with the Art Director and Executive Director on concepting, storyboarding, and editing “How To Use” videos for Sephora and LaMer.com. Design and support post-production of key campaigns, such as the 2024 Black Friday/Cyber Monday initiative. Create compelling assets for Global and Regional monthly promotional campaigns—from initial concept through to final release.

Black Friday Cyber Monday Campaign

Cyber Monday and Singles’ Day are pivotal sales events for La Mer, ranking among their largest campaigns alongside Black Friday generating over $20M in sales for 2024. My role in these projects encompassed scenic art direction, creating shot lists and decks, providing detailed retouching notes, collaborating with our CGI vendor, and overseeing the production of final e-commerce and social media assets.

Monthly online and social campaigns promoting projects based on global and regional needs. My contributions include concepting, building comps, shotlists, communicating with photographers and stylists on set, retouching guidance and design of online and social assets.

Seasonal Online Editorial Promos

Photo: @ChelsielCraig | Set Design: @ChloeDaley | ED: @NancyFoo | AD: @ZoePu

P.com and Sephora: How To Videos

‘How To’ videos for new product launches that live on La Mer’s site and Sephora. My contributions included Art Direction, storyboarding, building shot lists and decks, assisting the Creative Director on set, retouching notes, creating edit, and working with vendors to get the final videos ready to be released.

Skin Diagnostics Experience

Led the design in collaboration with global marketing, education, and development team to create the user experience of La Mer Skin Centering Analysis for in-store consultation and web version for the global markets launching 2025.

Sneak peak of app here ——>

Moisturizer Finder
Link to site here ->

Designed an experience, used by 26 markets globally, to help guide our consumers to choosing the moisturizer that best suits them, their skin needs, and skin type to drive sale conversions on the ecommerce site.