Sutra Beauty | Macys
Visual Strategy · Creative Direction · Production · Social
OPPORTUNITY
Evolve Sutra from primarily product-driven beauty content into a more cohesive lifestyle brand with a visual language that could work across digital, social and retail.
CREATIVE DIRECTION
Defined the look and feel across photography, video, casting, styling, graphics and motion.
Balanced product clarity with a more polished, aspirational beauty aesthetic.
CONTENT SYSTEM
Built a repeatable creative engine spanning brand storytelling, paid social, product demos, how-to education, seasonal campaigns and modular social assets.
PRODUCTION
Led creative from concept and casting through live-action photo/video production, design, post and multi-platform delivery.
EXPANSION
Extended the brand into Macy’s, carrying the same visual language from digital channels into seasonal and product-focused retail content
BRAND VIDEO
ADDITIONAL BEAUTY BRANDS
SOLEIL TOUJOURS
ETTIKA
AUSSIE HAIR
MAYVENN
CONAIR
PURA D’OR
