Glossier You 360 (2024)
Creative Strategy – Impressions of You
In this reintroduction to the Glossier You fragrance, we went beyond a singular ‘face’ or group. We lean into seeing the fragrance family as an ethos, a way of being. The result is a series of films and stills that are fragmented, partially revealing, but intimate – ephemeral, yet lasting. With each piece, we capture impressions of a moment, or of a person, and in doing so, allow our community to envision themselves inside each frame.
Roles: Creative Director, co-director
In this reintroduction to the Glossier You fragrance, we went beyond a singular ‘face’ or group. We lean into seeing the fragrance family as an ethos, a way of being. The result is a series of films and stills that are fragmented, partially revealing, but intimate – ephemeral, yet lasting. With each piece, we capture impressions of a moment, or of a person, and in doing so, allow our community to envision themselves inside each frame.
Roles: Creative Director, co-director
Campaign Mood
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Stylistic Devices
The iconic thumbprint on the Glossier You bottle. It is a tactile, experiential & visual identifying mark, a signifier. An impression left.
The color red (ie, red rubber band, cap and packaging accents on the OG Glossier You). Red appears across touch-points to reinforce the Glossier You identity.
Close up: extra close up shots, texture and detail communicating intimacy. texture — a story in the details.
POV: Immersive, with a first person lens that places viewers in the action seat.
Shadows: Shadows are unique to the caster, and are the echo of a person or object’s presence. A visual metaphor for scent.
Campaign Images
Campaign Films
Each spot explores the different ways we leave impressions on the world around us. Sensorial and intimate yet voyeuristic, tactile and dynamic, yet dreamy, ‘Impressions of You’ collects fragments of a diverse set of identities, moments and crossed paths, and links them on a single thread throughout their day.
Glossier You Impressions 15s – “Connection”
Glossier You Impressions 15s – “Leave an Impression”
OOH – New York - Spring Street – London - Covent Garden
Organic Social – Influencer Content
At Glossier, while the ethos is centered on relatable, but unique individuals, macro influencer amplification is oftentimes employed as part of Tier A campaign upper funnel strategy.
Included in the four person cast were Yesly Dimate (1.9M IG) and her husband Tony Ozkan (699K IG). As a couple, their popular relationship and love story embodied the notion of connection and lasting impression. (Incidentally, they eloped after the shoot).
On TikTok, we featured them in a ‘making of’ video that garnered 2M views and 204.1K likes.
At Glossier, while the ethos is centered on relatable, but unique individuals, macro influencer amplification is oftentimes employed as part of Tier A campaign upper funnel strategy.
Included in the four person cast were Yesly Dimate (1.9M IG) and her husband Tony Ozkan (699K IG). As a couple, their popular relationship and love story embodied the notion of connection and lasting impression. (Incidentally, they eloped after the shoot).
On TikTok, we featured them in a ‘making of’ video that garnered 2M views and 204.1K likes.
Talent:
Yesly and Tony, Mercy Sang, Nena Marcus
Yesly and Tony, Mercy Sang, Nena Marcus
Team:
Photographers/Directors - The Posternaks
DP - Kelly Jeffrey
Makeup - Yumi Lee
Hair - Evanie Frausto
Wardrobe Stylist - Esther Matilla
Manicure - Natalie Pavloski
Set Design - David de Quevedo
Music - "Clouds" by Resavoir
Video Edit - Studio Junbi
Glossier Creative -
Marie Suter
Isioma Iyamah
Madeleine Marie Angus
Josh Helman
Lynette Nylander
Taylor Tindall
Paige Hanserd
Elena Howes
Production -
Counsel @wearecounsel
Aaron Kurlander
Cherry Kim
Photographers/Directors - The Posternaks
DP - Kelly Jeffrey
Makeup - Yumi Lee
Hair - Evanie Frausto
Wardrobe Stylist - Esther Matilla
Manicure - Natalie Pavloski
Set Design - David de Quevedo
Music - "Clouds" by Resavoir
Video Edit - Studio Junbi
Glossier Creative -
Marie Suter
Isioma Iyamah
Madeleine Marie Angus
Josh Helman
Lynette Nylander
Taylor Tindall
Paige Hanserd
Elena Howes
Production -
Counsel @wearecounsel
Aaron Kurlander
Cherry Kim