Estée Lauder x Manchester United
A multi-year partnership bridging beauty and sport.
Estée Lauder partnered with Manchester United to introduce a first-of-its-kind collaboration, expanding the brand’s reach into the Asia Pacific region and engaging a new generation of male consumers. I led creative direction across multiple seasons of campaign films and photography, shaping how a heritage beauty brand could exist within the cultural scale of global football.
Context |
The collaboration pushed Estée Lauder into new visual and emotional territory. I approached the work as a study in discipline — building a stylized, performance-driven language that felt kinetic, abstract, and contemporary. Rather than rely on traditional beauty cues, the campaigns leaned into story, pace, and rhythm, drawing parallels between athletic preparation and nightly repair.
Creative Territory |
“Change the Game Overnight”
Director: Christopher Ranson / DoP: Stefan Yap / Production: Meldrum Dent / Creative Director (Copy): Mike Burns / Creative Director (Art): Mikaela Gauer
“After Hours”
Production: Meldrum Dent / Stills: Gary Didsbury / Creative Director (Copy): Mike Burns / Creative Director (Art): Mikaela Gauer
“Game, Changed.”
Director: Helena CJ / DP: Conor Chalk / Production: Meldrum Dent / Creative Director (Copy): Mike Burns / Creative Director (Art): Mikaela Gauer
“Routine Means Results.”
Director: Christopher Ranson / DoP: Stefan Yap / Production: Meldrum Dent / Creative Director (Copy): Mike Burns / Creative Director (Art): Mikaela Gauer
“Not Just a Girl”
Director: Helena / Production: Meldrum Dent / Creative Director (Copy): Mike Burns / Creative Director (Art): Mikaela Gauer