Milk: High Heat
Milk: High Heat
A spec summer campaign for Milk Makeup. Concept, creative direction, styling, design, copy, and a full AP-style press release.
The problem and the idea
Milk Makeup positions itself as a wearable, made-for-real-life company, but almost all of their campaigns are shot indoors in perfect conditions. I spent a July in New York mostly wearing no makeup because of the heat. It stuck with me that there's a real opening for a brand like Milk, which already has products built for this weather, to show their products actually performing in the heat. Show what summer really looks and feels like, with an editorial spin. High Heat takes the claim outside into melting conditions.
What I made
I planned and directed a photo shoot at Luna Park in Coney Island, edited the photos, then built three print ads using them. I started there because the campaign does not work without the visuals, then worked backwards into the strategy: the audience, the goal, a collection plan, out of home and social, and a full AP-style press release. It ended up as a 13-page campaign deck built in Photoshop and InDesign.
Milk: High Heat
A spec summer campaign for Milk Makeup. Concept, creative direction, styling, design, copy, and a full AP-style press release.
The problem and the idea
Milk Makeup positions itself as a wearable, made-for-real-life company, but almost all of their campaigns are shot indoors in perfect conditions. I spent a July in New York mostly wearing no makeup because of the heat. It stuck with me that there's a real opening for a brand like Milk, which already has products built for this weather, to show their products actually performing in the heat. Show what summer really looks and feels like, with an editorial spin. High Heat takes the claim outside into melting conditions.
What I made
I planned and directed a photo shoot at Luna Park in Coney Island, edited the photos, then built three print ads using them. I started there because the campaign does not work without the visuals, then worked backwards into the strategy: the audience, the goal, a collection plan, out of home and social, and a full AP-style press release. It ended up as a 13-page campaign deck built in Photoshop and InDesign.
