Clinique Travel Retail 360°
Campaign creative process
To demonstrate my process in detail for building a campaign from inception to completion.
My role:
Creative direction, art direction and design — concept, key visual, copy, retail and GWP, digital product and design system.
Made with:
Matthew Chaves Photography, photoshoot + production.
Brief and claims: Clinique Travel Retail and Global Marketing teams.
  1. 03Task
  2. 06Presentation structure
  3. 07Direction 1: Pack light
  4. 10Direction 2: Summer vibes
  5. 13Select
  6. 14Photography brief
  7. 15Key visual + adaptations
  8. 16Video
  9. 17Social assets
  10. 18Digital
  11. 20Activation
  12. 24Brand toolkit
Table of contents
Task:
To create a cohesive campaign for the Moisture Surge™ franchise that features its SPF product. This should emphasize the product’s summer benefit and speak to a summer travel event while reinforcing Clinique’s brand codes.

Primary target:
Summer skin-conscious travelling consumers

Primary campaign goal:
To strategically support the Moisture Surge™ products,
introduce the SPF product, and retain our loyal consumers

Primary message:
Protection and hydration for summer

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03 / 25
A broad view of my end-to-end process:
01
Brief
Shared by marketing with research and consumer insight: franchise codes, the SPF story, a summer travel moment.
02
Two directions
Pack light: sheer acrylic and filtered light. Summer vibes: sun, water, holiday colour. Each shown as a mood board and rough comps, 3 options each.
03
Select and expand
Chosen concept applied to all formats, copy further developed, approved by the global team.
04
Production
Photo and video shoot, retouch, video edit and social asset production, adapted to every crop.
05
In market
Final release of key visual, video, social, retail, GWP and app concepts, plus ready‑to‑print files.
Process
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Campaign deliverables:
The five pieces of a typical 360° campaign.
Key visuals
Primary key visual and variants with copy, adapted to standard lightbox croppings.
:30
:15
:06
Campaign video
One concept in 3 lengths, cropped for in-store, social and digital, ending on a call-to-action card.
16:9
9:16
1:1
Social
Product and travel lifestyle assets in every format, plus an adaptable GWP/offer animation.
Non-product GWP
Branded gift-with-purchase
concepts, shown as mock-ups
for regions to produce.
Digital
Digital games or apps
to accompany the selected
direction.
Presentation structure
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Marketing upfront:
Every client presentation opens with a marketing upfront that recaps the brief and shows I understand the ask and the brand’s positioning.
01 Brief recap
Objective, hero product, key claims
02 Consumer
Demographics and mindset
03 Competitor analysis
04 Recent campaigns
The brand’s last few, for reference
05 Aspirational examples
Work I’m aiming for
06 Cultural trends
What’s resonating now
07 Channels and formats
Where the work will live
08 Guardrails
Brand guidelines, claims and legal
Presentation structure
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dir 1:
pack
light.
Concept:
Sheer acrylic, filtered light and a fresh glow evoke the ease of traveling light, with Moisture Surge™ SPF as your protective layer.
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Dir 1 / Mood
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Dir 1 / Opt 1
Dir 1 / Opt 2
Dir 1 / Opt 3
Dir 1 / Rough comps with copy
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dir 2:
summer
vibes.
Concept:
Pink poolside props, sunlit water, white cement and playful color capture the carefree mood of getting away, with Moisture Surge™ SPF an essential.
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Dir 2 / Mood
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Dir 2 / Opt 1
Dir 2 / Opt 2
Dir 2 / Opt 3
Dir 2 / Rough comps with copy
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Select
Select comp
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Clinique photo shoot + production
Matthew Chaves
What I shared with the photographer: the stills and video shots needed for the campaign, along with Clinique Global’s lighting guidelines.
Primary + variations of key visual
Video shots
Lighting guidelines provided by Clinique Global
Photography brief
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Key visual final
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TAP FOR SOUND
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Tap for sound
Tap for sound
Social assets
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1:48
Koh Samui, TH
4
UV INDEX
Moderate
Now · peak at 1 PM
SPF
30+
Broad spectrum
REAPPLY
2 hrs
Until next coat
SHADE
—
Not needed
TAP A UV VALUE TO REBUILD THE FAN
Today
Forecast
Skin
Profile
UV index:
Sheets of tinted acrylic flip open on a centre spine and fold back down, settling into a single sheet of colour.
How it reads
Deep coral at a low index, palest blush at extreme. The number and protection detail sit on the sheet throughout.
Protected
Once applied, the same sheet counts down to the next coat.
Live prototype
Tap a UV value to rebuild the stack
Digital: UV index
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100%
Good hydration:
A daily points game for the habits behind healthy skin, with bonus points when the UV runs high.
Start
0 of 100 points
Progress
Double points in high UV
Digital: good hydration
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Activation
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Activation
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Activation
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Visor, tote, belt bag
and shades — pink‑toned
accessories that speak
to summer fun.
GWP
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Brand toolkit:
One system for every touchpoint — print,
retail, social and digital — built from Moisture Surge™ pink.
Logo
Type
Aa
Clinique Helvetica Neue
Light
Aa
Clinique Helvetica Neue
Bold
Aa
Clinique Nitti
Regular, for labels
Icons
Components
Shop now
Find in store
Koh Samui, TH
SPF 28
Hydrate
Color
FFBDBD
FFD5BF
B8DDBC
000000
FFFFFF
Surfaces
Brand toolkit
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