Swarovski enjoys high global awareness as a manufacturer of loose crystals, but consumers do not have the brand top of mind as a maker of finished jewelry or watches. In collaboration with Laird & Partners, we developed these two campaigns -"Crystal Frames" and "Transformations"- to dramatize the link between the loose crystals and the finished pieces in an elegant, visual way. .

Italy's famous beverage San Pellegrino get an iconic makeover in this brightly colored campaign. Designed with Ogilvy & Mather to reinforce the unique and authentic Italian heritage of the brand, the first campaign called "Italian Translations" juxtaposes the different Italian fruits that are translated into beverages. The same executional approach is used for a second message called "Meal Pairings' which shows how the the beverage adds sparkling zest to any meal. And ""From Italy with Love" takes a nostalgic approach inspired by the golden era of travel posters to bring us the authentic taste of Italy.

Who doesn't dream of doing Olympic work?

Beauty vs sports- the sweet spot is health. So "Strength is the New Beauty" became our idea. Thanks to Pantene health, their hair can pass the toughest tests their sport throws at it- sun, wind, heat, sweat, chlorine- and still come out shining.

This campaign ignited huge engagement in every country. We had +5M views of the Russian Olympic video alone. #gogold program brought thousands of new followers to Pantene in North America. A very happy memory for me. Looking forward to the next three Olympic Games where we will take on this initiative again!

Founded in 1935 in Paris by Marcel Rochas, the label shocked society with a series of audacious collaborations with famous artists, art movements, and later Hollywood.

But years of neglect after M. Rochas's death quickly led the brand deep into the dusty archives of irrelevance. P&G Prestige asked for me to help revive the brand in collaboration with the esteemed Grey Paris office. I was thrilled to jump in.

A tiny budget called for an idea that hit the right note to launch Le Secret. Inspired by the keyhole shape of the bottle, and personified by the modern muse of Cécile Cassel, the campaign launched during Paris Fashion Week and on youtube.

The second pillar of Rochas is Eaux de Rochas.  Another loved but tired classic in need of reinterpretation. A collaboration with a contemporary paper artist brought to life the idea of gifting in a distinctive way.

I love the challenge of tight budgets and high expectations! 

In a market obsessed with celebrity make-up artists, how do you create a new brand that can stand out?

I felt The Museum of Modern Art had the right creds. Artistic, edgy, provocative and premium, the museum's collection inspired me to propose it as a make up authority.

Imagine Matisse blue eye shadow, Picasso red lipstick, or Kadinsky pure pigments. Living artists can design the collections and packaging. Its a paradise of color, form and artistry.

One of my favorite challenges ever: revive a dusty classic with little money. That really got me going.

Leveraging the brand's strong heritage of masculine gentleman, the line "What Makes a Man"  captures a refreshed spirit of masculinity without prescribing the answer. I designed a lean and mean portfolio of assets centered around the powerful portrait of today's gentleman shot by Cliff Watts. The dark old fashioned amber bottle shot was updated with a lighter more contemporary feel by photographer Richard Pierce. Fresh bottle, fresh face, fresh new spirit for today's Aramis- and still a classic.

This platform allowed us to expand the franchise with Aramis Breeze and Aramis Gold flankers.

Men 18-35 spend more on their skin than men 45 and over. But they don't go into department stores as much. 

I cracked this challenge by positioning Lab Series as high performance skin gear. High tech shots of the products told stories about their benefits and ingredients so guys didn't need to ask for help. Usage shots brought the metrosexual lifestyle to the fore. Sports themed demonstrations in store and high octane events brought it all home.

Tommy Hilfiger zeros in on the Gen-X target, who is most happy in groups of friends. This insight led to an aesthetic of group snapshots versus highly composed portraits of individuals or couples.

Beyond TV and print advertising, I designed a new tester, scent strips, blow ins, programs, and pop materials. Everything imbued with the spirited excitement and energy of all American multicultural youth.

Tommy Girl and Tommy both reached #1 sales for two years in a row, an astounding feat. 

This was the first thing I ever did on Pantene. I was asked to reinvent the brand. I knew I needed to make its health position as well as the women portrayed more relevant- without losing the elevated look that made the brand famous.

Growing up with two sisters and a mother who were obsessed with their hair led me to a universal insight: women hate the hair they have! I felt that Pantene health could change that. If you love your hair with healthy Pantene, you will love your hair.

Showcasing  the products in still lifes that tell a "beauty through health" story allowed me to convey the brand position in an instant. Then, showing beautiful women  of all races and hair types broadened the appeal while the romantic aesthetic kept them elevated above mass imagery. Touches of nature- wind, air, sun and sea- furthered the healthy message missing in the brand's history of studio shots. Photographer Fabrizio Ferre brought the magic and romance I wanted.

Love Your Hair rocked the beauty world. Industry press took notice- and so did women. I still love it. It would work today!

Business in EMEA was declining and the brand was poised to launch a re-stage. We crafted a three phase approach to make the most of the opportunity. 

Phase 1: What is the mystery brand that outperforms the £60 hair treatment? 

Phase 2: The mystery brand that outperforms the £60 hair treatment is New Pantene. 

Phase 3: New Repair & Protect outperforms the £60 split end treatment.  

A host of celebrities like Bond Girl Olga Kurlyenko, soap star Tuba, and headline sensation Sara (her boyfriend from Réal Madrid kissed her on TV and made her an overnight star) brought attention grabbing heat to the program. Beautifully shot by Kutlu. 

In France, Kérastase is sold only by hair stylists in salons, so no audience is more important than the stylist himself. Taking a "hair as art" approach, these black and white shots shot by Mark Arbeit create a super premium image highly appealing to this artistic and discerning target.

A variety of salon materials in 3-D and 2-D help them sell the brand to the end consumer beautifully. 

Stylists raved about these materials. Sales increased +20% on average when materials were used with the clients. 

I love these shots! A fusion of nature's beauty and beautiful hair is the perfect shorthand for a new line of performance naturals called Nature Fusion from Pantene Pro-V.

These images broke through the clutter on line, in store and in book. Celebs like Eva Mendez broke through the clutter in tv. In store and online diagnostics closed the deal.

The message really spoke to our target and the launch was one of the most successful in Pantene history.

Is today going to be a good hair day? This app takes the guessing out of the answer. Download the app, enter your hair type and length, enable geolocation, and you are set for success every morning thereafter. 

Wake up, check the phone, and get the weather plus three hair style recommendations customized for you. Rain or shine, you'll always shine!

When you have Pantene quality hair, your style options are limitless. To dramatize just how much you can do, we shot over 50 hairstyles on 8 girls in 5 days. I've never worked so fast! Apparently, Rankin shoots this way all the time. I'm thrilled with the quality of the result, especially when I remember this was the first shoot for some of these girls!

Promoted by Facebook, housed on Pintrest and our own .com, these images link to a step by step how-to complete with expert tips and a BIN option.

Honestly, this is where my discipline for editing completely escaped me. Some things are just too good to not show!