KIEHL'S
ART DIRECTION
Kiehl's is a cosmetic brand from New-York with a rich history and strong identity.
The new visual territory that Marcel has been working on is focusing on a mix-media treatment that helps to convey the product benefits in an unexpected way.
The new visual territory that Marcel has been working on is focusing on a mix-media treatment that helps to convey the product benefits in an unexpected way.
TECHNIQUE
We want to create a porous visual language where texture and depth are the main focal point.
Products, paper, duct tape, paper-clips, liquid, cream, each element needs to feel almost tangible in every asset we create.
We want to create a porous visual language where texture and depth are the main focal point.
Products, paper, duct tape, paper-clips, liquid, cream, each element needs to feel almost tangible in every asset we create.
APPROACH
Using a combination of real shots placed on printed backgrounds, this treatment creates intriguing
and ye-catching visuals opening a wide range of possibilities and storytelling.
Using a combination of real shots placed on printed backgrounds, this treatment creates intriguing
and ye-catching visuals opening a wide range of possibilities and storytelling.
Crédits
Agency: Marcel
CD: Gabrielle Attia
Copywriter: James Blose
Art Direction: Aleksandar "Aleksey" Marjanovic & Jade Dudot
Agency: Marcel
CD: Gabrielle Attia
Copywriter: James Blose
Art Direction: Aleksandar "Aleksey" Marjanovic & Jade Dudot
MOODBOARD
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→ Hero Product visuals
→ Skin focused visuals
→ Lifestyle visuals
→ Overview of the visual territory
