SOCIAL FILM FOR THE CHINA MARKET
This campaign was started with a strong cultural insight about the Chinese Generation coming of age today. In China everyone grows up hearing 听话 or “do as you’re told,” which dictates how you’re supposed to behave. But we wanted to challenge these traditions and create a positive space for Chinese Youth to express their true selves. The #IFOLLOWME Campaign encourages them to take the ‘rules’ and make them their own... 听话 — 听自己的话.
Individuality and following oneself— that is what our VS Campaign celebrates and it was groundbreaking because it gave our youth a voice. This was a passion project for everyone involved and I’m so incredibly proud of what we created.
Whatever your path... follow it. #ifollowme
CREATIVE CD, Art Director: Theresa Linares / CD, Writer: Joy Zhou
DIRECTOR Maxime Quoilin
PRODUCTION Good Company & Sweetshop
THE BRIEF : Reinvent Feria.
SOLUTION : Created the vision for the New Feria.
I created the vision for the New Feria, the expression of which is: Live in Feria. This was an idea that had been in my mind for a few years— a desire to show this brand not as a mere haircolor, but as an entire way ofbeing— a way of life. The goal was to pay tribute and honor the raw nature and one-of-a-kind spirit behind those fearless enough to make such a colorful statement with their hair, and with their lives.
This is what it means to— 'Live in Color and Live in Feria.'
CREATIVE ACD, Art Director: Theresa Linares
CD, Writer: Linda Phillips
Art Directors: Lindsay Yellin and Rebekah Stein
LAUNCH CAMPAIGN FOR VIDAL SASSOON STYLING
Shot by Loic Maes and Ben Cope, this is our launch of an an entirely new line of bold, exciting Styling products from Vidal Sassoon that let you express your versatile style. This campaign is a celebration of individuality and endless hair possibilities. It starts with a product and ends with your imagination. Go create. And follow your path. #ifollowme
CREATIVE CD, Art Director: Theresa Linares / CD, Writer: Joy Zhou
DIRECTOR Loic Maes
PHOTOGRAPHER Ben Cope
PRODUCTION Good Company & Sweetshop
Various pieces done for digital, social and 360:
PREFERENCE HAIRCOLOR CRAFTIER : Digital platform allowing consumers to, for the first time, discover, learn, play and mix-up their own color at our color craftier. A colorful and delightfully educational process to see all that goes into the creation of one shade and the story behind its creation.
DESTINATION BEAUTY LOGO DESIGN : For L'Oreal Paris's Youtube channel dedicated to its beauty vlogger community
AOL DIGITAL VIDEO: 5 Holiday Must Haves by Nany's Klozet Created AOL Digital Content Videos, housed on stylist.com, the ultimate beauty vlogger community. I worked with the beautiful Daniela Ramirez @NanysKlozet on this one. Her reach spans beyond 370k followers, and this video was one of the most successful to date, driving huge holiday sale numbers for L'Oreal Paris.
AOL DIGITAL VIDEO: 5 Prom Must-Haves by @viviann_v This beauty tutorial features the super cut, fun and vivacious youtube vlogger: Vivian Vo-Farmer. She connects with her teenage audience to deliver Prom Night Hacks to keep your look fresh.
The shoppable MatchMaker by True Match Digital App dives deep to ask our target a series of calculated questions, ensuring she is lead to her one and only shade of True Match.
DIGITAL CONCEPT: Effortless Excellence Haircolor Microsite.
DIGITAL CONCEPT: Live in Feria Haircolor Microsite.
CREATIVE: ACD, Art Director: Theresa Linares
Two of my greatest passions... Fitness + Photography. This is a collection of photographs I've taken during our competitions at a couple of Crossfit Boxes I go to... Crossfit Solace NYC, Lonestar Crossfit, Einhorn Crossfit and Mission Crossfit SA. Enjoy!
Fun, funky and fresh Styling Tutorial for Vidal Sassoon Women and Men.
Directed by: YiQing
Creative Direction: Theresa Linares
Copywriting: Joy Zou
THE CONTEXT New York and Company is in a very crowded market where differentiation is key. Luckily, what NY&Co stands for as a brand is something we can really bring to life and celebrate.
It’s a fashion resource for the working girl who wants more... More than ordinary. More than boring. More than just beige. And it’s a fashion resource for her after-work life too. This girl wants to stand out, she wants the attention she knows she deserves: both in her professional and personal life. NY&Co is the one company that has everything she needs to make her style happen: in the right place and at the right time.
THE IDEA Show New York and Company’s expertise and understanding of the working girl’s fashion requirements by showing fashion that’s SFW (safe for work) and NSFW (not safe for work.) Use Jennifer Hudson to be the working girl’s “guide” to what to wear, as she embodies and celebrate the aspirations of the NY&Co target market. We'll do this by partnering with Jennifer to create a music video and surrounding initiatives that will establish NY&Co as the go-to source for the best style for work, after work and everything in between.
CREATIVE EXPRESSION
How will you work it?
CREATIVE ACD, Art Director: Theresa Linares
VP, CD Writer: Kathleen VanHoff
If you love Nespresso, you know coffee is more than just coffee. It's a unique expression of your personality— an integral part of what makes you tick. Coffee is something to be enjoyed, experienced, and most importantly, made to your exact parameters. That's why Nespresso has more unique coffees and a more sophisticated brewing system than any other brand. To give you more ways to satisfy your mood and "espress yourself." Nespresso is the coffee that speaks your language.
CREATIVE EXPRESSION: NESPRESSO. ESPRESS YOURSELF.
CREDITS :
CREATIVE ACD Art Director: Theresa Linares / CD, VP Copywriter: Kathleen Vanhoff
The True Match Campaign honors the diversity of women by dramatizing their ethnic heritage as seen in their unique skin tones. Because we all know our skin is more than just our skin, it's a mosaic of every face that came before it. We featured Jennifer Lopez, Beyonce and Aimee Mullins, to kick off the campaign, however since its release in 2012, we've celebrated the heritage of many more celebrities and non-celebs alike, and the numbers keep growing.... With minimal sets and beautiful lighting we are able to really show each woman's own one-of-a-kind story.
The shoppable MatchMaker by True Match Digital App dives deep to ask our target a series of calculated questions, ensuring she is lead to her one and only shade of True Match.
CREATIVE ACD, Art Director: Theresa Linares
VP, CD, Art Director: Mark Dixon
VP, CD, Writer: Sue Whalen
DIRECTOR Laurent Chanez
THE BRIEF : Execute the largest brand launch ever for L'Oreal: L'Oreal Advanced Haircare
SOLUTION : Knowing the universal truth that all women want to change something about their hair, we created a campaign that dramatized how the science behind L'Oreal's Advanced Haircare could do more than clean your hair--it could actually change your hair.
The facts speak for themselves: Five years of research. 8 U.S. patents. 5,000 tests. All to perfect L'Oreal's Innovative formulas with targeted actives that go deeper than any formula ever has.
We launched with TV, print and a social presence on youtube. We even carried the campaign to the Canadian Market the following year.
We continued with 360 take-overs of NYC's Grand Central Station, Chicago's Union Station, as well as L.A.'s The Grove shopping mall.
We also helped created L'Oreal's Hair Genius App which examines hair's specific needs on a micro-level in order to find the perfect Advanced Haircare products for every type of hair.
RECEPTION : Incredible success with growth to a near 5 share in the first year, with a steady hold ever since.
CREATIVE ACD, Art Director: Theresa Linares
VP, CD Writer: Kathleen VanHoff
DIRECTOR Peggy Sirtoa
PHOTOGRAPHER Kenneth Willardt
THE BRIEF : Relaunch Feria Haircolor
SOLUTION : We created a campaign in 2012 that really pushed the fashion, styling and hair to a new level for the brand. But more importantly, we showed why Feria Haircolor is unlike any other haircolor in the market, because Feria is the only haircolor with 3 vibrant tones. Giving you triple the highlights and 'color that moves.' This is precisely why, there's only one Feria. Our relaunch featured TV, print and social presence on youtube.
RECEPTION : Unbelievable success with 3 share growth within the first year of advertising.
CREDITS :
CREATIVE ACD Art Director: Theresa Linares // CD Writer: Analiza Alba
DIRECTOR Laurent Chanez
PHOTOGRAPHER Kenneth Willardt
THE BRIEF : To communicate the superiority of Preference in a fresh, compelling and relevant way.
SOLUTION : When it comes to haircolor, women don’t see the difference between one brand and another. This campaign focuses on the unique craftmanship that makes Preference haircolor so special and so beautiful. The many subtleties in each shade are the reason that no other haircolor compares to Preference and why it is truly deserving of the name Superior Preference.
PREFERENCE HAIRCOLOR CRAFTIER : Digital platform allowing consumers to, for the first time, discover, learn, play and mix-up their own color at our color craftier. A colorful and delightfully educational process to see all that goes into the creation of one shade and the story behind its creation.
CREATIVE ACD, Art Director: Theresa Linares
CD, Writer: Linda Phillips
DIRECTOR Peter Lindbergh
PHOTOGRAPHER Peter Lindbergh
Go 360 Clean campaign, launched a first-of-its-kind cleanser into the market, featuring 'the scrublet,' a named writer partner Beth Kushner Cohen and I coined! Our launch advertising was bright, light and fresh. And our ambassador, Frieda Pinto is the image of skin perfection and beauty for this amazing line of bright and colorful cleansers.
We launched with TV and Print and even had college campus presence with Go Clean Trailers and cars that gave students the opportunity to experience the most beautiful clean for themselves!
CREDITS :
CREATIVE Art Director: Theresa Linares // Art Director: Kimi Peterson // Writer: Beth Kushner Cohen
DIRECTOR Tryan George
