Merging Peak Performance with Skincare Innovation

Estée Lauder partnered with Manchester United to engage a new generation of fans across China and the Asia Pacific region. This first-of-its-kind collaboration blended beauty, sport, and culture to reimagine luxury skincare in the world of elite performance. This collaboration is ongoing and I have creatively directed five campaigns under the partnership.

My Role
- Lead creative direction for a multi-platform content campaign, aligning Estée Lauder’s brand storytelling with Manchester United’s performance ethos
- Produce dynamic still and motion assets featuring first-team players Marcus Rashford, Luke Shaw, Alejandro Garnacho, and Raphael Varane
- Craft a bold visual narrative linking skincare to recovery and resilience, expanding the conversation around self-care in sport
- Develop social-first content strategies to activate Manchester United’s global fanbase and introduce high-performance skincare to new audiences

Impact
A disruptive, culture-shifting campaign that brought Estée Lauder into the global sports arena
Expanded Estée Lauder’s reach to a new community of fans who value excellence, care, and innovation across all aspects of life