TF Beauty

Established an ownable brand aesthetic for all core beauty categories—including Face, Lip, Eye and Soleil.

Objective: Established art direction for on-figure, product, and smear photography and developed layout executions to be used as institutional guidelines across all global marketing efforts. Modular guidelines were developed to demonstrate flexibility and scalability of assets and new brand aesthetic. Along with launch content, individual capsule collections, the Eye of Tom Ford and Boys & Girls, were developed to promote trend driven product categories.

Solution: Established art direction for on-figure, product, and smear photography and developed layout executions to be used as institutional guidelines across all global marketing efforts. Modular guidelines were developed to demonstrate flexibility and scalability of assets and new brand aesthetic.

Scope: Content Strategy & Art Direction

Tom Ford: Lip

Strong graphic lines are evident across all assets—a nod to Tom Ford’s modern and minimal aesthetic.

Tom Ford: Face

Developed a flexible modular approach to layouts for all core category cosmetics—including Face, Lip, Eye and Soleil. Each layout consists of three elements—product still, on-figure silhouette still, and beauty still—which can be combined to meet the unique needs of each global market.

Tom Ford: Soleil

Each category is branded with a unique and “it” face—creating industry impact and notability.

Tom Ford: Eyes

Photographer: Richard Burbridge
Still-Life Photographers: Brendan James & Mitch Feinberg
Director: Peter Szollosi
Production: Creative Chaos
Agency: Spring Studios