Fly Estée Lauder
Role Art Director & Design Lead Agency Wasserman
Challenge Estée Lauder wanted to captivate women in their 20s and 30s with Advanced Night Repair serum and Double Wear foundation, beyond a core market of mature-aged women purchasing them as true “classics”.
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Solution Invite festival guests to take a ride on the Estée Lauder private jet and experience luxurious pampering.
Imagination has power, and building a spatial design referencing something familiar & yet impossible (hello glamorous private jet) allows us to transport an entire audience to all use their imagination together. Collaborating closely with my creative director, I developed the window concept and informed the design language of this private jet from ideation to final production. The experience toured to Essence Fest 2022 and Stagecoach Festival 2022 where private jet selfies happened in multitudes. To promote Advanced Night Repair serum, every passenger received a sample. Estée Lauder flight attendants taught guests how ANR can be used to reinvigorate skin at night and for makeup prep to start the day, all while their plane windows looked out on a sky that changed from night to day.
