Client: House of Lashes

Launch Date: Aug 4, 2020

URL: *Limited release, product discontinued

• Scope of Work: To launch a lash and adhesive collection with renowned makeup artist Patrick Ta, including packaging, PR boxes and mailers, paid ads, email campaigns, and social media efforts.

• Role: Associate Creative Director, Graphic Designer, Packaging Designer.

• Objective: Execute House of Lashes' first-ever collaboration with celebrity MUA Patrick Ta, boosting brand awareness and attracting crossover customers for both brands.

• Creative Process: As this was my first major launch as Creative Director, I worked closely with the Senior Creative Director and HOL’s CEO to bring Patrick Ta’s vision to life. They envisioned a campaign that was bright, juicy, and elevated. Together, we brainstormed ways to incorporate holographic yellow tones throughout the visuals, creating an enticing, wet-look aesthetic that mirrored Patrick’s signature style.

• Outcome: Collaborating with Patrick Ta allowed us access to top-tier resources and production teams, which elevated the entire campaign. Being on set, I learned the intricacies of high-level production, gained invaluable insights during creative meetings with key stakeholders, and worked directly with Patrick and his team on the design of the packaging and graphics. This project was an instrumental experience in shaping my future role as Creative Director.