BY TERRY
Hyaluronic Hydra Balm
By Terry is the eponymous brand of legendary French makeup artist Terry de Gunzburg - a prestige cosmetics house known for its uncompromising approach to colour and skincare-meets-makeup innovation. When the brand restructured its entire marketing division in 2020, relocating from Paris to London and rebuilding the team from the ground up, I was brought in as the brand's first Head of Creative in this new chapter.
The remit was significant: build the creative function from scratch, refresh the brand's visual identity to attract a younger, more international consumer, and establish a new creative baseline that could carry the brand forward. That meant
new typography, an evolved colour palette, new iconography, revised brand
guidelines, and a redefined visual direction for all imagery - stills and motion - before a single campaign launched.
The Hyaluronic Hydra Balm - a tinted lip treatment and new addition to By Terry's hero Hyaluronic franchise - was one of the first major launches under that new creative world. Working closely with the Head of Marketing to align on objectives and campaign strategy, I led the creative end-to-end: concept development, shoot planning, casting, and on-set art direction across both stills and video, with no internal production support - all production coordination was managed by me alongside the external photographer and videographer. Assets were then adapted and rolled out across all channels by my team.
CREATIVE DIRECTION & BRAND TRANSFORMATION • ART DIRECTION • 360° CAMPAIGN •
“Make no compromise between hydration, colour & shine.”
CREDITS
Model Photography: Iulia David
Model Videography: Lilla Nyeki
Production: Liam Glorney /LHA Represents
Still Life Photography & Videography: Chris Turner
Models: Miryam Correia, Amy Hanson, Dana Smit
BY TERRY
By Terry is the eponymous brand of legendary French makeup artist Terry de Gunzburg - a prestige cosmetics house known for its uncompromising approach to colour and skincare-meets-makeup innovation. When the brand restructured its entire marketing division in 2020, relocating from Paris to London and rebuilding the team from the ground up, I was brought in as the brand's first Head of Creative in this new chapter.
The remit was significant: build the creative function from scratch, refresh the brand's visual identity to attract a younger, more international consumer, and establish a new creative baseline that could carry the brand forward. That meant new typography, an evolved colour palette, new iconography, revised brand guidelines, and a redefined visual direction for all imagery - stills and motion - before a single campaign launched.
The Hyaluronic Hydra Balm - a tinted lip treatment and new addition to By Terry's hero Hyaluronic franchise - was one of the first major launches under that new creative world. Working closely with the Head of Marketing to align on objectives and campaign strategy, I led the creative end-to-end: concept development, shoot planning, casting, and on-set art direction across both stills and video, with no internal production support - all production coordination was managed by me alongside the external photographer and videographer. Assets were then adapted and rolled out across all channels by my team.
Hyaluronic Hydra Balm
CREATIVE DIRECTION & BRAND TRANSFORMATION • ART DIRECTION • 360° CAMPAIGN •
“Make no compromise between hydration, colour & shine.”
CREDITS
Model Photography: Iulia David
Model Videography: Lilla Nyeki
Production: Liam Glorney /LHA Represents
Still Life Photography & Videography: Chris Turner
Models: Miryam Correia, Amy Hanson, Dana Smit
CREATIVE DIRECTION
The Hydra Balm launch was a significant moment - the new brand identity meeting its first major product campaign. I was responsible for the full creative direction and integrated design, building on the visual language I had established for the brand since joining and pushing it forward with a campaign that could speak to a new generation of By Terry customers.
ART DIRECTION
With no internal production support, I managed the shoot from the ground up - concept, shoot plan, casting and all pre-production logistics, through to leading art direction on set across both stills and video. I worked in close collaboration with the Head of Marketing and external photographer and videographer throughout.
ART DIRECTION
With no internal production support, I managed the shoot from the ground up - concept, shoot plan, casting and all pre-production logistics, through to leading art direction on set across both stills and video. I worked in close collaboration with the Head of Marketing and external photographer and videographer throughout.
CAMPAIGN ASSET DEVELOPMENT
With post-production complete, my team adapted and rolled out the full asset suite across all specifications and channels - ensuring the campaign landed consistently across every touchpoint.
