Tom Ford Beauty
Tom Ford Beauty
At Tom Ford Beauty, I occupied the role of Digital Designer overseeing a variety of digital projects such as content creative direction for Instagram and regional social platforms, landing page creation for tomford.com for major launches, emails, special branded digital experiences, out of-home advertisements to support new campaigns, digital branding standardization initiatives, and production responsibilities like developing cropping guides for all visuals.
Social Media Creative Direction
As Digital Designer for Global Creative at Tom Ford Beauty, one of my primary responsibilities was to direct and plan out the content calendar for owned social media with a focus on Instagram.
Additionally, I collaborated with agency partners at iBlue to curate and direct content for Chinese social media platforms like WeChat, Weibo and Xiao Hong Shu. I also worked on Lazada, Kakao and Line paid social content.
When planning the calendar, I made a conscious effort to meaningfully incorporate content that celebrates diversity while conceptualizing and innovating with high-impact creative to support hero products while remaining true to the Tom Ford brand identity.
One of my primary responsibilities with social media to was to develop a cohesive look and feel for the brand on social media and establish best practices for feed cadence and form creative strategy for in-story content
Tom Ford Private Rose Garden Collection
WeChat Mini Program
I created a digital experience for the Chinese market to introduce the new marketing concept of Tom Ford Private Rose Garden, a collection of Tom Ford Private Collection fragrances that feature a rose olfactory note.
The user would be prompted to complete the experience with a Tom Ford Beauty Specialist in-store and guide them throughout the fragrance match-making experience. The user’s selected responses would be used to match them with a specific rose fragrance that reflected the overall mood of their answers. Once the user finished the quiz, they would be show a QR code to share their match to social media and then receive a sample of the fragrance of their choice as their reward. Additionally, the Mini Program also provided the opportunity to try on the new Rose Prick beauty filter on their phone and share it on social media as well.
The variety of products and campaigns that are released throughout the year are supported by CRM email communications.
While these are marketing messages, they also can enhance the narrative behind campaigns as well as provide additional information like benefits and how-to content.
I did a soft redesign Tom Ford Beauty’s email templates to be more mobile- friendly and standardized layout, typography, and visual usage while remaining true to the brand’s established style.
Asset Production
I processed of all of Tom Ford Beauty’s still assets so that they would be appropriately cropped and optimized for digital and physical applications.
Digital asset production was deeply important as the brand’s visual assets represent the public face of the brand. It was vital for images to be treated respectfully and in line with aesthetic conventions. Creating the most impactful and bold framing and use of the brand’s visual assets immerse the audience in the sensual, seductive, and glamorous world of Tom Ford.