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Tropic Skincare
Senior Designer
Art direction
Content creation
Social media design
Photography
Illustration
Videography
Typography
All content made has to be considered, optimised and aligned with the overall brand image. Through this, I have moved over to brand social, creating reels, static content and TikToks with a campaign focus to interest our viewers and educate them on our products.
Main objectives:
– Creation and editing of our social communications across multiple platforms and touchpoints, with ‘social first low-fi’ in mind.
– Assisting in designing content across organic and paid social media designs.
As Lead Art Director for Tropic's Gel Body Cleansers social-first shoot, I crafted a sensory, visual identity for each fragrance. Through macro photography, colour-matched lighting, and thoughtfully styled props, the imagery highlighted the texture, freshness, and scent of every cleanser, allowing each product to communicate its personality at a glance.
Using Photoshop AI, I could change the background to resemble a sunny day, which reflected the product better. I took influence from Barbara Kruger's work for the typography styling.
Planning, organising and directing shoots is a big part of campaign-led social media design. Knowing what to capture and when allows you to make the most out of your allotted time. Above is a deck I created to work from, which briefed asset capturing, creation and prop design.
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