The brief
To drive awareness of a new Boots No7 product - City Light Tinted Moisturiser - with a creative look and feel that is not only visually impactful and in line with the BVI, but clearly communicates the ‘killer claim line’ and product benefits.
Concept development
After initial mood board proposals and feedback, I created several design iterations based on the idea of 'city light', using a combination of stock imagery and Photoshop composition. Below shows how the concept evolved through several stages of development.
The solution
As well as the concept development, I was responsible for the digital creation of the final asset. This entailed heavy Photoshop compositing and retouching using stock images which I sourced. The client was very particular about giving the impression of city lights, but with a daytime aspect to support the SPF content of the product. This was a tricky balance to achieve.
