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Spring Launches


KJAER WEIS, 2021
ROLE: Art Director
AGENCY: The Charles 

Art direction and content production, helping a growing beauty brand to create smarter digital assets.


Kjaer Weis is a forward-thinking cosmetics line created by Danish-born, New York-based makeup artist Kirsten Kjaer Weis. After Covid, the Kjaer Weis team needed help rethinking their content production. We expanded production, evolving their process beyond an old school editorial shoot that captures only 6-8 hero assets, to a more robust, digital first shot list. Together, on a one day shoot, we were able to create a larger, more flexible bank of photo and video for use across a variety of brand touchpoints.




Hero Photography








Secondary Social Assets





Secondary Motion




PDP Swatches




Agency: The Charles NYC | Creative Direction: Sam Edwards | Art Direction: Tay Nelson |  Beauty Photography: Lara Jade | Still Life Photography: Dichen Chen | Still Life Styling: Sara Wacksman | DP: Joe Lombroso | Makeup: Kristen Kjaer Weis | Hair: Chucky Amos

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