Assignment: Develop an in-store idea and corresponding executions that leverage the Olympics to drive P&G scale beauty merchandising throughout the summer and back-to-school seasons.
Solution: Creative directed three distinct comm ideas and shoots featuring Olympic gymnasts Shawn Johnson, McKayla Maroney and Sabrina Vega. Images capture head-to-toe benefits of P&G beauty brands and the energy of Olympic Games. Created a complete national toolkit of displays and supporting materials to support the initiative in and out of store from May through September of 2012.
Photographer credit: Chris Craymer