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Estée Lauder: Modern Muse

To refresh the Modern Muse fragrance for Estée Lauder, we had to refresh the actual muse: in 2017, a woman that other women would aspire to. Someone powerful but relatable, talented and timeless. Someone like Misty Copeland. For this 360 campaign, we considered all the facets of this principal ballet dancer: her connection to New York, her passion for mentoring and giving back and her sheer talent and grace. Creating short social films allowed us to demonstrate all the ways Copeland is an inspiration and a traditional :30 spot brought it all together, asking the audience: What inspires you?

Project Roles
Copywriter, Creative Director
Spring Studios
Conceptual, Copywriting, Digital Capture, Film, Social Media Strategy
Brand Films, Magazines, Products - Digital
Project Industries
Estée Lauder: Modern Muse