ELF FSF CASE STUDY - MERCHANDISING

SPRING 2026

e.l.f. Skin campaign graphic featuring two older women in profile and text about skincare for women ages 40 and older
Table of contents slide listing sections from executive summary and brand overview to product launch, growth plan, and works cited.
E.l.f. skincare executive summary slide featuring a mature woman applying a facial mask and text about beauty products for women over 40.
e.l.f. Cosmetics brand overview slide highlighting inclusive beauty, affordable prestige-quality products, 2024 global sales, brand awareness ranking, and collaborations with Liquid Death and Chipotle
Competitor analysis slide comparing e.l.f. Skin, The Ordinary, and CeraVe products, pricing, retail locations, marketing strategies, and product images.
e.l.f. Skin SWOT analysis infographic showing strengths, weaknesses, opportunities, and threats.
E.l.f. Skin presentation slide about serving women over 40, featuring a smiling mature woman and recommendations for skincare focused on nourishing mature skin.
e.l.f. Skin proposed product launch slide featuring skincare products on a tray and messaging about inclusive skincare for women 40+
E.l.f. cosmetics industry landscape infographic featuring skincare products, Statista brand awareness chart, and beauty market statistics.
E.l.f. Skin consumer persona slide outlining psychographics and demographics for price-conscious women over 40, likely mothers who value convenient, affordable, eco-conscious, dermatologist-backed skincare.
Elf Skin customer persona graphic featuring a 52-year-old female dental sales representative in Los Angeles with lifestyle and skincare preferences.
Presentation slide about retail technology and innovation, featuring e.l.f. Skin’s virtual skin analysis app on a smartphone and recommendations for improving in-person shopping.
E.l.f. Skin collaboration proposal slide featuring an older woman and affordable anti-aging skincare products.
E.L.F. Skin skincare product mockup collection featuring eye cream, facial mist, sunscreen, serum, eye patches, face mask, and night cream
e.l.f. SKIN pre-launch strategy slide showing Instagram celebrity collaborations and Target skin bar events.
e.l.f. SKIN rejuvenating skincare display at Target featuring moisturizers, serums, and glowing skin promotional signage
e.l.f. Skin six-month spring plan spreadsheet showing February through July sales, inventory, markdowns, purchases, and season totals.
e.l.f. Skin future growth plan slide outlining initial Spring 2027 skincare launch and late Summer–Fall 2027 travel mini kits and refillable packaging, with product images
Conclusion slide outlining e.l.f. Cosmetics’ proposed skincare line for women over 40, emphasizing accessibility, inclusivity, empowerment, and Target availability.
“Works Cited” slide with beauty industry references and an older woman holding e.l.f. skin cream and touching her cheek.

ADIDAS MOCK AD CAMPAIGN

ROLE: CREATIVE DIRECTOR, STYLIST, PRODUCER

Adidas advertisement featuring two women in sporty outfits crossing a city street near Reynolds Square.
Two women pose on construction scaffolding wearing Adidas sportswear, one in black and one in a yellow jersey.
Woman in Adidas athletic outfit and green sneakers posing beside a graffiti-covered garage door
Two people wearing Adidas sportswear and sneakers sitting on a park bench with a large Adidas logo overlay
Adidas billboard above a New York City subway entrance, with the Empire State Building visible in the background
Two women wearing Adidas outfits pose on a red metal staircase beside a brick wall with a large white Adidas trefoil logo.
Outdoor digital advertisement featuring a woman in Adidas athletic clothing beside a graffiti-covered wall, surrounded by leafy trees and glass architecture.

LISA SAYS GAH! MOCK EDITORIAL

ROLE: CREATIVE DIRECTOR, STYLIST

PRODUCTION SCHEDULE, CREW, EDITORIALS, STYLING, CALL & CONTACT SHEET, SOCIAL MEDIA & MARKETING MOCKUPS

Gah! Magazine November 2026 cover featuring three women in vintage-inspired outfits beside a cornfield, with string lights overhead and the headline “Back to Our Roots.”
Editorial fashion mood board featuring four women in colorful vintage-inspired outfits posing with pumpkins in a cornfield, plus typography, contact sheets, styling details, and production notes.
Production schedule Gantt chart for a magazine project, showing planning, pre-production, production, and final deadlines from October 13 to November 4.
“Meet the Team” page featuring portraits and roles of creative directors, photographers, videographers, models, and hair and makeup team members.
Fashion trend report spread featuring apparel revenue charts, editorial text, and four runway-inspired trends: layered leather, sculpted shoulders, neck scarves, and pattern clashing.
Two-page Gah! Magazine spread titled “Icons in Competition,” featuring a Brand Research profile of Lisa Says Gah! founder Lisa Bühler working on a laptop.
Visual identity mood board for “Lisa Says Gah,” featuring three women holding hands in a cornfield, red and cream branding, Tangerine script typography, color swatches, and Fall/Winter 2026 text.
Fashion magazine concept board featuring four women in vintage-inspired outfits posing in a cornfield with pumpkins, plus a makeup close-up and editorial text reading “Reignite the Child Within.”
Editorial magazine spread featuring a statement of purpose, large quote typography, colorful text boxes, and a creative production team credits list.
Fashion editorial showing three women in colorful outfits reclining on a bed of corn kernels, with text reading “Because Some Things Last Forever.”
Three women in vintage-inspired outfits pose beside pumpkins and hay bales on a farm, with text reading “Back to Our Roots.”
Fashion styling collage featuring makeup, accessories, cash, and three outfit photos under the heading “Styling.”
Graphic titled “Shot List” listing 16 fall photo ideas in a cornfield, including pumpkin patch activities, corn maze poses, hay bales, tire swings, bicycles, and a tractor.
Fashion photoshoot contact sheet featuring colorful shoes, shoot schedule, photo thumbnails, and creative direction notes
Behind the Vines photo collage showing a group of young women posing, filming, and picking pumpkins at a farm and cornfield.
Three women in colorful vintage-inspired outfits pose on farm bleachers in a cornfield.
Woman in a gray shirt and checkered skirt sitting beside a vintage red Chevrolet truck in a cornfield
Outdoor billboard for Lisa Says Gah! featuring three women running through a cornfield, with text promoting the FW26 collection and lisasaysgah.com
Two iPhones displaying the verified Lisa Says Gah! Instagram profile and colorful fashion photography grid.
Pink shopping bag featuring a colorful fashion display of women's legs and shoes with yellow cursive lettering

LISA SAYS GAH! MOCK ADVERTISEMENT

8 SECOND, 15 SECOND, 30 SECOND

ROLE: CREATIVE DIRECTOR, STYLIST