Teeez Cosmetics
Campaigns, counter films and painted collage for a Dutch beauty brand at Hudson’s Bay.
Give every collection its own color and its own rebellion.
Fashion Vendetta copy by @robynstyled. Exclusively at Hudson’s Bay.
Art direction for Teeez Cosmetics, the Dutch makeup brand sold at Hudson’s Bay in Canada. I directed the Fashion Vendetta campaign across print, out of home and film, made the video series for the Teeez counters in Toronto and the video walls in downtown Montreal, and created a series of collages and illustrations over 19th-century portraits for the Disrupt collection.
Fashion Vendetta
In which beauty is only skin deep.
Fall 2016. A pink-haired rebel, a logotype that drips, and headlines written to start trouble: Beauty is only skin deep, Selfie Slayer, Rebels do it better, Follow me I’m flawless. I directed the print and the film; the copy is by @robynstyled.
At Hudson’s Bay
In which the counter becomes a screen.
The campaign moved onto the counters: a Fashion Vendetta video series for the screens in Toronto in 2016, then video walls in downtown Montreal in 2017. Around it, a Magic Mirror app that scans your face, and Teeezzine, the retail manual.
The feed
In which every second post is purple.
An Instagram style guide with one rule at its center: each new collection changes the theme color. Every second picture is a quote on purple or a mostly purple image, and product shots are colorful and high quality.
The idea is that every time there’s a new collection the theme color changes.
Disrupt
In which the old masters get defaced.
For the Disrupt collection I made a series of collages and illustrations over 19th-century portraits, one face per product, and turned the manifesto into a handwritten pattern for the packaging. The art was made in spring 2017; the products reached the shelf in 2018.
We are the generation that tears down walls.
Source paintings
Portraits by Joseph Karl Stieler (1781 to 1858) from the Gallery of Beauties, and Bronzino’s Lucrezia Panciatichi. All in the public domain.
Suit of Armor
In which the foundation gets its own coat of arms.
