HOLIDAY '23
Apres- Ski Skincare
Strategy • Moodboarding • Set Styling • Art Direction • Video • Design • AI
SUMMARY
AnteAGE, a premium medical skincare brand, sought to create an elevated holiday offering that would command a $450 price point while appealing to their luxury-conscious clientele. The challenge was to transform a traditional skincare gift set into an experiential luxury product that felt more like checking into an exclusive Alpine resort than purchasing cosmetics. Drawing inspiration from the golden age of ski culture (where Slim Aarons' iconic photography meets Wes Anderson's meticulous aesthetic) the Winter Suite campaign repositioned AnteAGE's hero products within an immersive après-ski narrative. The campaign needed to justify its premium positioning while creating an emotional connection that would drive gifting behavior during the crucial holiday season. By crafting a complete sensory experience around the concept of a luxury ski chalet retreat, the Winter Suite elevated AnteAGE from skincare brand to lifestyle curator.
STRATEGY
IMAGERY
The visual language centers on vintage Alpine hospitality, evoking the exclusive world of 1960s European ski resorts where glamour and adventure converged. Photography and iconography draws heavily from retro après-ski culture - hotel concierge bells, vintage luggage, crackling fireplaces, and crystal martini glasses create an atmosphere of old-world luxury. The imagery transports users beyond their bathroom routine into a narrative of indulgence and escape, positioning each product as a ritualistic step in a luxury hotel experience. Snow-dusted mountain vistas and cozy chalet interiors provide the backdrop for a skincare routine that feels more like a spa retreat than daily maintenance. The visual approach deliberately avoids clinical or sterile beauty photography, instead embracing the warmth and sophistication of mid-century hospitality design to create an aspirational world that customers want to inhabit.
COLORING
The palette captures the sophisticated warmth of an exclusive mountain lodge, balancing crisp Alpine whites with the rich, inviting tones of a fireside lounge. Deep navy anchors the design as the primary brand color, evoking both luxury and the deep winter sky, while warm chocolate browns reference aged leather and rich wood paneling found in upscale chalets. Bright coral-red serves as the energizing accent, reminiscent of vintage ski gear and adding a playful sophistication that prevents the palette from feeling too serious. Soft powder blue echoes fresh snow and clear mountain air, while cream tones provide breathing room and luxury. This carefully curated color story ensures the packaging feels both seasonally appropriate and timelessly elegant, supporting the premium positioning while maintaining brand recognition across the holiday campaign.
TYPE
Typography plays a crucial role in establishing the campaign's vintage luxury positioning, requiring fonts that feel both sophisticated and approachable. The primary typeface combines contemporary serif elegance with subtle retro influences, creating headlines that feel both current and nostalgic, perfectly capturing the "timeless luxury" positioning essential for a high price point product. Supporting typography draws from mid-century hospitality design, incorporating script elements that evoke handwritten hotel guest registers and personalized concierge notes. The typographic hierarchy mirrors the structured service experience of luxury hospitality, guiding customers through their "check-in" process with clear, elegant wayfinding. Each font choice reinforces the narrative that using AnteAGE products is not just skincare, but participation in an exclusive, curated experience worthy of the premium investment.
TONE
The tone of the campaign transforms clinical skincare language into the warm, attentive voice of a luxury concierge, creating an immersive hospitality experience that justifies the premium price point. Every product description reads like a personalized room service menu, employing metaphors that consistently reinforce the Alpine luxury narrative throughout the customer journey. The tone balances sophistication with playful indulgence, positioning each skincare step as part of an exclusive resort experience rather than routine maintenance.
MOODBOARDING
CONCEPT MOCKUP
PRODUCT
PHOTOGRAPHY
AI Lifestyle Imagery
Digital Assets
Social
Print Assets
