212 VIP Carolina Herrera
The 212 VIP Carolina Herrera perfume brand is synonymous with elegance, celebration and the epitome of contemporary cool. Commissioned by DDB, I played upon these qualities in the brand's social space to directly inspire the millenial audience. A staggered series of NYC-centric shoots, footage and snackable, beauty-focused content and blogger support was rolled out to amplify the glamour and deliver a fresher, younger edge.
Working on the art direction, photoshoots and graphic design, I also enlisted the support of core influencers to help build more aspirational dialogue between consumer and brand.
Key posts on Instagram received a 500% engagement increase in 12 hours.
