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Ioana Friedman

Creative Direction and Brand Experience. LAB SERIES: We Want To Be Weightless. LAB SERIES: Father’s Day. Elf Cosmetics: Tartan Blue Color Story. Elf Cosmetics: Candy Apple Color Story. Elf Cosmetics: Play Beautifully Campaign Launch. Elf Cosmetics: Beautifully Bare Product Launch. Perfect Your Pout, 360 Campaign.

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Ioana Friedman | ioanafriedman.com Reviews
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Creative Direction and Brand Experience. LAB SERIES: We Want To Be Weightless. LAB SERIES: Father’s Day. Elf Cosmetics: Tartan Blue Color Story. Elf Cosmetics: Candy Apple Color Story. Elf Cosmetics: Play Beautifully Campaign Launch. Elf Cosmetics: Beautifully Bare Product Launch. Perfect Your Pout, 360 Campaign.
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2 work
3 lab series photography
4 elf cosmetics photography
5 elf cosmetics skincare
6 elf@play
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9 scam
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Ioana Friedman | ioanafriedman.com Reviews

https://ioanafriedman.com

Creative Direction and Brand Experience. LAB SERIES: We Want To Be Weightless. LAB SERIES: Father’s Day. Elf Cosmetics: Tartan Blue Color Story. Elf Cosmetics: Candy Apple Color Story. Elf Cosmetics: Play Beautifully Campaign Launch. Elf Cosmetics: Beautifully Bare Product Launch. Perfect Your Pout, 360 Campaign.

INTERNAL PAGES

ioanafriedman.com ioanafriedman.com
1

Ioana Friedman

http://www.ioanafriedman.com/project/e-l-f-cosmetics-9th-birthday

Creative Direction and Brand Experience. Elf Cosmetics, 9th Birthday. Birthday video (launched on YouTube). Style guide for international distributors and agency partners. Project Team: Rikki Lee Jew, cloud9 concept; Christine Blackburne, photographer; Ioana Friedman, art director, designer, and copywriter. July marks e.l.f.’s birthday month, which historically queued a lift in promo and content cadence. Boost sitewide sales year over year. Drive consumer engagement on site and in social.

2

Ioana Friedman

http://www.ioanafriedman.com/project/photography

Creative Direction and Brand Experience. Art direction. Mostly in partnership with Christine Blackburne, NYC.

3

Ioana Friedman

http://www.ioanafriedman.com/project/e-l-f-cosmetics-social-posts

Creative Direction and Brand Experience. Elf Cosmetics, Social Posts. Project Team: Ioana Friedman, concept; Sarah Gebeyehu, art director and designer. The el.f. Cosmetics POV is this: beauty can be fun, accessible AND polished. This cascades across touchpoints via how-tos, inspirational imagery, seasonal product launches and storytelling all narrated in a friendly tone that drives passionate dialogue.

4

Ioana Friedman

http://www.ioanafriedman.com/project/ben-tyree-sonic-architect

Creative Direction and Brand Experience. Ben Tyree, Sonic Architect. Project Team: Ioana Friedman, art director and designer; Dov Friedman, developer; Ben Tyree, writer. A product of the diverse Washington, DC music scene, Ben Tyree is a performer and composer of virtuosic ability, infectious groove, and eclectic tastes. Create a focused Ben Tyree brand. Uplevel site user experience. Integrate music portfolio, recent news, make it easy for agencies to book the talent.

5

Ioana Friedman

http://www.ioanafriedman.com/project/e-l-f-play

Creative Direction and Brand Experience. Exploration driven by need to provide a robust engagement platform for the brand’s vocal fan base. The e.l.f. girl skews young and her makeup bag is bottomless. She loves hearing about new products and tips, is extremely passionate in her feedback, and seeks to share her looks. Provide arena for elfettes to catch up on e.l.f. beauty news. Create a shop-able content experience. Integrate UGC to further improve dialogue. Provide shop-able entry-points across posts.

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