The role as Senior Art Director at M&C Saatchi was to conceptualise and develop seasonal campaigns
for David Jones. I worked across several Beauty campaigns over the years and developing beauty campaigns allowed a great level of freedom in creativity and exploration.
The beginnings of the process included moodboarding, illustrating concepts along with designing layouts to translate the direction for the season. The design boundaries were pushed to an editorial direction which was new for David Jones at the time. The book was curated with a high calibre of beauty brands so each page could be treated individually to promote their product but with a holistic aesthetic overall.
Beauty campaigns rolled out through print, POS, website, press, window displays and OOH.
Art Direction - Liza Vella
Beauty Photographer - Chris Colls
Still Life Photographers - Dieu Tan & Paul Mason
Stylist - Jen Booth & Sheridan Davies
The beauty design layouts are bold and colourful with graphic shapes and layering for an editorial approach.
It is fun and playful and speaks to the younger customer.
ROCKY ROAD MALLOWSArt Direction
CRAFTED SOURDOUGHArt Direction
ATELIER CHILDBRANDING & DESIGN
DAVID JONES MENSWEARArt Direction
WOOLWORTHS BTS 2020 CATALOGUEART DIRECTION & DESIGN
WOOLWORTHS BBQ RANGEART DIRECTION
SMITHS BBQART DIRECTION
JATZ DRUMSTICKART DRIECTION
GAYTIME CRUMBSART DIRECTION
MILKHOUSEBRAND IDENTITY & DESIGN
BRAS'N'THINGSDESIGN. POS. PACKAGING
Fashion Art DirectionFashion
DAVID JONES BEAUTY - WINTERART DIRECTION
Interiors Home BookInteriors David Jones
WOOLWORTHS CHRISTMAS 2020 CATALOGUEART DIRECTION & DESIGN