COS CITY GUIDES
ART DIRECTION • STYLING • BEAUTY • PRODUCTION
For their launch in North America, COS approached Ly to develop a creative program that was localized for connection to the city’s in which it was launching while still maintaining in its International appeal and adhering to its existing brand codes.
Ly leveraged iconic architecture along with insider city know-how to appeal to consumers and amplify awareness of the COS brand at launch through favorable local associations.
The result was a campaign shoot of models at Habitat 67 and curated city guides complemented by still life series and interviews with each city’s most inspiring creatives and places.
Ly oversaw everything from art direction, styling, beauty, scouting and production.
COS MONTREAL CAMPAIGN
ART DIRECTION • CASTING • PRODUCTION • BEAUTY • STYLING
PHOTOGRAPHED BY PAUL JUNG
NATURAL CURATORS
CREATIVE DIRECTION • ART DIRECTION • STRATEGY • CONCEPT • EXECUTION
The brand reached out to Ly to create a concept to help launch their first campaign and ecom platform. The ask was for something that would get them noticed and talked about in the hopes of generating organic awareness. Ly came up with the concept of the "beauty menu". This also married well with their products clean, organic and safe positioning (with the concept’s subtle wink that they are safe and good enough to eat). The campaign executions guided consumers through a "tasting menu” of the curation that the ecom platform offers. The campaign was accompanied by a VIP event for editors at Auberge Saint Gabriel that playfully brought to life its tasting menu concept. It’s messaging and concept was so successful that it garnered the attention of WWD generating an exclusive feature.
NANOR
CREATIVE DIRECTION • ART DIRECTION • PROP STYLING • EXECUTION
Ly worked with the founder of lifestyle brand, NANOR, to help launch her luxury candle collection by creating strong visuals that highlight the product and their key ingredients.
BRIT’SFOUNTAIN
CREATIVE DIRECTION • STYLING • BEAUTY • PRODUCTION
Ly’s previous creative agency, INTRUSST, quickly became a cultural and creative reference for those in the industry. Not only for the work they did with their clients but for the creative they generated on their own. INTRUSST at the time, created editorial newsletters for which Ly guided creative content and creation. This served as inspiration and insight into creative explorations of the moment.
DRAKE
JUNGLE (SHORT FILM)
• STYLING AND BEAUTY (TORONTO TEAM) •
RAD by RAD HOURANI
CREATIVE DIRECTION • ART DIRECTION • PRODUCTION
To showcase designer Rad Hourani’s unique design principle and aesthetic the two collaborated on a limited-edition publication consisting of 100 looks titled 1814 225 1814 81521181149 (numeric code that spells out Hourani’s name).
Each look was printed on clear acetate overlay sheets; a reference to medical anatomy books and children’s paper doll cahiers. The book’s simple interactivity engages the viewer’s participation while showcasing the transformability of Rad Hourani’s SS11 collection. Each acetate sheet is laid over top of the nude model to mimic vintage dress up paper dolls in a elevated way.
ANNABELLE COSMETICS
ART DIRECTION • BEAUTY DIRECTION • MAKEUP • CASTING • PRODUCT DEVELOPMENT
Ly has been collaborating with Annabelle cosmetics since 2016 to help create strategic products and campaigns for their target market through product testing, consumer analysis and trend reports.
Along with the development of complete campaign programs including creative direction all the way through to casting. Working alongside and closely with the marketing team in refining strategic implementation and execution as well as product development and product testing.
RUDSAK NYC
CREATIVE DIRECTION • ART DIRECTION • STRATEGY • CASTING • BEAUTY • PRODUCTION
For the brand’s first NYC / US store opening at Hudson Yards, Ly devised an integrated communications program and campaign that leveraged local talent and people of influence to help garner awareness and generate buzz. Featuring talents such as Coco and Breezy (DJ, activist and eyewear designers), Juno Shen (neon artist previously featured in Vogue) model and activist George Okeny and famed photographer Greg Swales. The campaign resulted in a 360 programming with social, in-store and on-line.
RUDSAK SUMMER NIGHTS
CREATIVE DIRECTION • ART DIRECTION • STRATEGY • CASTING • BEAUTY • PRODUCTION
To build up their transitional category Ly developed a seasonal campaign concept for Rudsak’s early fall launch in late August. Featuring the mood of those last nights when the temperature starts to cool but we still seek to hold on to the outings in the last summer nights in the open air.
RUDSAK
CREATIVE DIRECTION • ART DIRECTION • CASTING
HOLIDAY 2019 featuring Canadian super model Meghan Collison and Rosie
PHOTOGRAPHED BY MAX ABADIAN
SSENSE
ART DIRECTION • STYLING • BEAUTY • CASTING
CREATIVE DIRECTION AND WRITTEN BY FRANCISCO SALVADO
“Japanese Menswear in Motion”
Tailored looks from Yohji Yamamoto, Visvim, Kolor, Comme des Garcons Homme Plus, and more face off in an all-star selection of Japanese menswear.
LUKA SABBAT
STYLING • BEAUTY
Under the direction of former SSENSE creative director, Francisco Salvado, Ly had the opportunity to guide the fashion story through his styling and beauty direction. Though Luka typically is seen in high-end streetwear and Saint Laurent, Ly shifted the register. Here, Sabbat shows off Fall's finely tuned tailoring and earthy textures in looks from Calvin Klein Collection, Fendi, Loewe, Haider Ackermann, Raf Simons, Sacai, and more.
MUGLER
• PRODUCTION •
Ly was ask by former creative director, Nicola Formichetti, to produce his debut collection campaign for the house of MUGLER in 2010 featuring the late Rico the Zombie Boy. Formichetti at that time was also Lady Gaga’s artistic collaborator which also gave Ly the opportunity to help Rico be featured in Lady Gaga’s iconic “Born This Way” video.
BEAUTY NOW
ART DIRECTION • CASTING • BEAUTY
“BEAUTY NOW”, IS A BEAUTY DOCUMENTATION OF FACES WITH EVERYDAY PEOPLE
DILLON WESTBROCK
ART DIRECTION • BEAUTY DIRECTION • CASTING
PHOTOGRAPHED BY GENEVIÈVE CHARBONNEAU
MARY
ART DIRECTION • BEAUTY DIRECTION • CASTING
The closer we approach the eventual reality of interacting with AI, the more it becomes interesting to start imagining different ways it can take form. For Ly, it’s robotic, nearly amusing and certainly beautiful.
Ly and INTRUSST partnered with Kinova Robotics to simulate forms of behaviour between human and robot. At the intersection of beauty and uncanny valley exists, Mary.
