Role: Concept, Creative Direction, On-Set Talent Direction, Marketing Strategy
URL: YouTube Channel
The Challenge:The main KPI's around the launch of Clinique's first YouTube series were to engage with a younger consumer, expand on an already popular vertical of online makeup tutorial and present the brand in a more approachable atmosphere.
The series was a 16-week project that celebrated best friends from all over the country. We brought them to our New York studio, split them up and paired each with a Clinique consultant. They then learned about a new Clinique products, how to use them, and choose which they felt were right for them. Finally, we re-united the friends on set, rolled cameras and had them teach each other.