Agency: Saatchi & Saatchi
As Global Creative Director, challenged with bringing the ‘Your Best Beautiful’ campaign to life worldwide, we launched the new Olay brand point of view across all markets and all platforms. Seen for the first time live, during the 57th Annual Grammy Awards show in 2015 - with broadcast and digital - we took over the red carpet with E! TV. Creating real time social posts, Olay captured 4x the brand’s average impressions on Facebook and Twitter, earning unprecedented engagement rates for #Olay and #BestBeautiful.
We introduced new products and refreshed the core for face and body. We concepted across all platforms from social to video and broadcast, to eventually win back all of the digital business. We engaged a new brand spokeswoman, Katie Holmes, to represent the Regenerist boutique. And together with twice Academy-award nominated director Bennett Miller, we created an insightful series of content focusing on the emotional side of beauty and skincare with Katie.
Leading Saatchi creative teams in New York and Shanghai (and London, Dubai, Singapore, India and Europe), I also oversaw all Olay projects with partner agencies including packaging design (Active Botanicals) and relaunching Olay.com with a fresh look and feel. I introduced an editorial-focused aesthetic overall, with a relevant roster of photographers (Daniel Jackson, Diego Uchitel and Laurent Chanez) and talent.
Working in close collaboration with the P&G client, we helped Olay retain and excel in its position as the world's #1 facial skincare brand.