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.
KIEHL'S
ART DIRECTION
MOODBOARD
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.
APPROACH
Using a combination of real shots placed on printed backgrounds, this treatment creates intriguing
and eye-catching visuals opening a wide range of possibilities and storytelling.
and eye-catching visuals opening a wide range of possibilities and storytelling.
→ Hero Product visuals
![]()
![]()
![]()
→ Skin focused visuals
→ Lifestyle visuals
→ Overview of the visual territory
Crédits
Agency: Marcel
CCO: Youri Guerassimov & Gaëtan du Peloux
CD: Gabrielle Attia
Copywriter: James Blose
Art Direction: Aleksandar "Aleksey" Marjanovic & Jade Dudot
Global Business Director: Nathalie Do Dang Vinh
Head of production: Timothé Rosenberg
