AMA FOUNDATION
LEGACY SIGNALING & INSTITUTIONAL AUTHORITY

✶ Blooming Beauty ✶
A Sold-Out Campaign with 430k Views.

✶ Blooming Beauty ✶
A Sold-Out Campaign with 430k Views.

✶ Blooming Beauty ✶
A Sold-Out Campaign with 430k Views.

✶ Blooming Beauty ✶
A Sold-Out Campaign with 430k Views.

THE FRICTION

The transition from a private, eccentric passion to a global institutional authority. As the youngest member of the Latin American Acquisitions Committee at Tate Modern, the founder faced a profound "Institutional Friction." He had to navigate high-stakes, traditional, English-speaking circles where his youth and avant-garde vision could be perceived as a lack of weight. The challenge was: How do you command a room of legacy titans when you are the outlier?

Campaign Overview

For her first holiday launch, Lisa Eldridge sought to create an art-driven, limited-edition collection that reflected her deep connection to makeup as an art form. She approached me to elevate her bestselling velvet makeup bag, leading to the creation of the Fantasy Floral collection.

Blending classical art with a surreal twist, the custom textile design aligned with Lisa’s aesthetic and love of art history. More than just a product, it became an heirloom designed to surprise and delight her audience.

Campaign Overview

For her first holiday launch, Lisa Eldridge wanted an art-driven, limited-edition collection. She approached me to elevate her bestselling velvet makeup bag—leading to the Fantasy Floral collection, a fusion of classical art and surrealism, turning a beauty staple into an heirloom.

Campaign Overview

For her first holiday launch, Lisa Eldridge wanted an art-driven, limited-edition collection. She approached me to elevate her bestselling velvet makeup bag—leading to the Fantasy Floral collection, a fusion of classical art and surrealism, turning a beauty staple into an heirloom.

Campaign Overview

For her first holiday launch, Lisa Eldridge wanted an art-driven, limited-edition collection. She approached me to elevate her bestselling velvet makeup bag—leading to the Fantasy Floral collection, a fusion of classical art and surrealism, turning a beauty staple into an heirloom.

THE INTERVENTION

We replaced the traditional corporate promotional film with a Sensory Video-Art Manifesto. This functioned as a recurrent "Visual Voice," allowing the founder to lead the room without the anxiety of a verbal presentation during international presentations, as well as social media content for brand presence across platforms following engagement intelligence.

Sensory Ad
Sound & Texture

To promote our collaboration, I directed a promo ad that transformed the natural world of the collection into velvety textures, visually echoing Lisa Eldridge’s beauty products. This brought the project’s concepts to life, deepening the sensory experience and positioning the release as a must-have collectible.

Sensory Ad
Sound & Motion

To promote the collaboration, I directed a campaign that transformed the collection’s natural elements into velvety textures—bringing its essence to life and positioning it as a must-have collectible.

Sensory Ad
Sound & Motion

To promote our collaboration, I directed a promo ad that transformed the natural world of the collection into velvety textures, visually echoing Lisa Eldridge’s beauty products. This brought the project’s concepts to life, deepening the sensory experience and positioning the release as a must-have collectible.

Texture & Sound
Sensory Branding

To promote the collaboration, I directed a campaign that transformed the collection’s natural elements into velvety textures—bringing its essence to life and positioning it as a must-have collectible.

THE RESULT
NARRATIVE SOVEREIGNTY

· Institutional Validation: Successfully solidified the founder’s status within the MoMA committee, transforming his youth from a liability into a "Visionary Asset."

· Capital Impact: Facilitated a collaboration with Paddle8, raising $130,000+ for Chilean contemporary art in subsequent auctions.

· Global Recognition: Secured a consistent, sophisticated presence in international press, positioning the AMA Foundation as the primary gateway for Chilean art on the global stage.

The Lisa Eldridge Woman
Audience Research

Lisa Eldridge’s clientele are more than beauty consumers—they are collectors of timeless elegance. Drawn to craftsmanship and vintage aesthetics, they favor enduring design over fleeting trends.

Audience Research

Lisa’s clientele are collectors of timeless elegance—visually literate, emotionally attuned to beauty, and drawn to craftsmanship over trends. More than a launch, this was a collectible woven into their rituals.

The Lisa Eldridge Woman
Audience Research

Lisa Eldridge’s clientele are more than beauty consumers—they are collectors of timeless elegance. Drawn to craftsmanship and vintage aesthetics, they favor enduring design over fleeting trends.

The Lisa Eldridge Woman
Audience Research

Lisa Eldridge’s clientele are more than beauty consumers—they are collectors of timeless elegance. Drawn to craftsmanship and vintage aesthetics, they favor enduring design over fleeting trends.

THE IMPORTANCE OF SOVEREIGN BRANDING
STRATEGIC ALIGNMENT

When a leader is an outlier—whether by age or by vision—design must function as Intellectual Armor. By creating a high-fidelity visual system, we didn't just 'brand' a foundation; we provided the founder with the symbolic currency needed to trade at the highest levels of global culture.

Founders often delay working on their image because conventional marketing feels inauthentic. PR teams chase what's viral, but legacy brands can't thrive on gimmicks, they need to project a direct representation of the founder's vision into institutional language.

The Lisa Eldridge Woman
Audience Research

Lisa Eldridge’s clientele are more than beauty consumers—they are collectors of timeless elegance. Drawn to craftsmanship and vintage aesthetics, they favor enduring design over fleeting trends.

Audience Research

Lisa’s clientele are collectors of timeless elegance—visually literate, emotionally attuned to beauty, and drawn to craftsmanship over trends. More than a launch, this was a collectible woven into their rituals.

The Lisa Eldridge Woman
Audience Research

Lisa Eldridge’s clientele are more than beauty consumers—they are collectors of timeless elegance. Drawn to craftsmanship and vintage aesthetics, they favor enduring design over fleeting trends.

The Lisa Eldridge Woman
Audience Research

Lisa Eldridge’s clientele are more than beauty consumers—they are collectors of timeless elegance. Drawn to craftsmanship and vintage aesthetics, they favor enduring design over fleeting trends.