Teeez Cosmetics

Campaigns, counter films and painted collage for a Dutch beauty brand at Hudson’s Bay.

Teeez Cosmetics2016/18

Teeez Fashion Vendetta campaign portrait, wide: pink hair, violet liner and red lips on a yellow to pink ground

The briefTeeez

Give every collection its own color and its own rebellion.

Campaign→ Fashion Vendetta

Retail→ Hudson’s Bay

Social→ The feed

Collection→ Disrupt

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.

ClientTeeez Cosmetics

Years2016 to 2018

RoleArt direction, film, collage and illustration

Copy@robynstyled, Fashion Vendetta

RetailHudson’s Bay, Toronto and Montreal

Part ICampaign

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.

The logotype

Fashion Vendetta billboard: the campaign portrait beside Beauty is only skin deep, with only skin struck through

Fashion Vendetta window graphic: the portrait beside the Selfie Slayer headline — Window, Toronto

Fashion Vendetta out of home pair: Rebels do it better and Follow me I’m flawless — Out of home, Vancouver

Fashion Vendetta type pattern built from the painted logotype — The type pattern

Fashion Vendetta collage pattern of drawn and photographed faces in pink and violet — The face pattern

Part IIRetail

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. I created the retail manual in 2017. It takes the counter teams through the store concepts, the digital components such as the Runway Radar video wall and the VanityVid video booth, and each store component, from new arrivals to the create and play area.

The Teeez counter at Hudson’s Bay with campaign screens — Hudson’s Bay, Toronto, 2016

A Teeez kiosk with the campaign portrait on its vertical screen — The kiosk screen

The Fashion Vendetta portrait on a backlit column above the Teeez palette wall

The Teeez counter in Toronto with the campaign portrait on the column

Teeez palettes and portraits on the counter

The Teeez counter from the aisle — The counter, Toronto, 2016

Sugar Rush poster: a portrait in pink and violet with neon script — Sugar Rush

The Sugar Rush lightbox and screen tower at a Teeez kiosk — Sugar Rush at the kiosk, 2016

Magic Mirror app screen: Scan your face, framed by the Fashion Vendetta face pattern

Teeezzine retail manual cover: a collaged face in primary colors — Teeezzine, the retail manual, 20178 images, swipe →

Teeezzine spread: the Fashion Vendetta portrait beside the collection title on purple — Teeezzine, the retail manual, 20178 images, swipe →

Part IIISocial

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.

Teeez Instagram style guide, September 2016

Teeez post: painted and glitter collage over a face

Teeez post: rebel, a cut-paper face over pink type

The feed

The feed, a collection later

Nourishing Colour: three hands holding the floral lipstick on an iridescent ground

Nourishing Colour: red lips beside the floral lipstick on pink holographic film

Nourishing Colour: Eve’s ready to wear lipstick, three bullets on a gradient — Nourishing Colour, the lipstick

Teeez lip gloss: tubes floating between glossy plum lips on a pink and blue gradient

Nourishing Colour launch post: Soft as Sin cream blush on an iridescent ground

Part IVCollection

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.