IT COSMETICS
Sweet 16 Birthday Celebration
Art Direction / Digital Design / Photography Direction
For IT Cosmetics’ 16th birthday, we brought a Sweet 16 celebration to the U.S. ecommerce experience. Custom cake and product photography connected the campaign across site experiences, email, and paid social, with playful motion and a coordinated series of promotional moments.
ROLE
Art Director & Digital Designer
SCOPE
Photo shoot planning, pre-production, on-set art direction, cake-decorator sourcing, retouching direction, paid-social creative direction, shared email design, and selected site assets.
COLLABORATION
Creative Director: Emily Reach. Photography: Lilia Cretcher. Cake design: Amira Rabah / Sweet Life Bakery. Homepage and masterclass design: Yishi. Downloadable wallpaper design: Victor-John. Motion production: agency collaboration under Bianca’s direction.
CREATIVE ADAPTATION
The campaign adapted DMI Global visual language for the U.S. market.
Photo Art Direction
A celebration built around the shoot.
I planned and art-directed a custom cake and product shoot, partnering with a photographer and cake decorator to create a celebratory visual system. The images supported polished ecommerce storytelling, promotional creative, and behind-the-scenes social content.
Browse the photographs or select the artwork to enlarge it.
CAMPAIGN APPLICATIONS
The shoot became a flexible campaign system, spanning birthday offers, product flash sales, gift-with-purchase messaging, and loyalty communications.
CRM
PAID MEDIA
Mobile Homepage
A sequence of birthday moments.
The campaign photography carried through a sequence of mobile homepage updates, connecting the birthday launch with product offers and loyalty moments. Homepage design by Yishi.
Email Campaign
A coordinated campaign conversation.
A coordinated email series connected the birthday launch with loyalty offers, product stories, flash sales, and the final promotional push. Email design was developed collaboratively.
Paid Social & Motion
Celebration in motion.
Paid-social creative translated the campaign into animated promotional stories and behind-the-scenes content, with versions tailored to placement and offer. I directed the creative in collaboration with the motion-production agency.
DOWNLOADABLE WALLPAPERS
The celebration extended beyond shopping with downloadable mobile and desktop wallpapers built from the shoot imagery. Wallpaper design by Victor-John.
MOBILE
DESKTOP
Final Outcome
