La Mer Skincare
Building a global content system across ritual, science, and the sea.
I was brought in as an independent contractor working in-house to define La Mer’s art direction and visual identity for social and digital — at a time when the brand had no identity across these channels. Beyond large-scale campaigns, there was no framework for translating the brand into daily storytelling across global markets.
Context |
I developed the brand’s social playbook and visual guidelines, establishing how La Mer would live online across more than 20 markets. This included defining narrative pillars, art direction, tone, and execution standards, along with practical guidance enabling local teams to produce content independently while maintaining coherence with Global.
In parallel, I concepted, produced, and photographed monthly campaigns across the U.S., Italy, Mexico, and Asia — owning the work from story development through post-production. Over five years, this sustained system elevated brand perception and contributed to La Mer becoming the #1 brand on social media in 2018.
All photography below was captured by me.
