sephora birthday campaign

The Sephora Beauty Insider birthday gift is one of the most anticipated rewards of the year. For 2019, the program expanded to offer more choice than ever before, giving customers the freedom to select their own gift.

I was tasked with concepting and art directing the photo shoot for the campaign. The challenge was to photograph each gift in a way that felt equally desirable and interchangeable across more than 150 assets, while maintaining a sense of fun and celebration.

My creative direction centered on a cake themed concept that felt clean, bright, and festive without leaning into primary color palettes. Using colorful dots as a nod to confetti and the Beauty Insider brand language, each product was styled on its own cake stand to highlight individuality while reinforcing that every choice was a good one.