PACE KAMINSKY
CREATIVE DIRECTION
As a creative director, I have honed my skills with over 20 years experience in advertising, branding, packaging and specialty projects. I have a hands on approach from concept to realization allowing me the ability to work with various teams to ensure success.
Most recently, I was a creative consultant at La Mer. Partnering with the VP of Creative, Bess Yoham, we completed a five star launch, highlighting the reformulation of the best selling eye product, The NEW Eye Concentrate. Tasked to tap into a younger audience with it's core benefits, preventative and brightening, we landed on the tagline, GO BRIGHTLY. Our on figure hero images played on shadow and light with a specific focus on the eye. The hero product shots leaned into the formulation and and it's unique ingredients. With this roadmap, every aspect of the customer experience was addressed to create a holistic campaign.
Prior to La Mer, I worked hand in hand with the creative director and the general manager at Laura Mercier to re-brand the iconic make-up line. Under their stewardship, we tapped into the roots of what made Laura Mercier a favorite of both make-up artists and consumers. The tenet was French idea of beauty and the “Flawless Face” - a pillar for Laura. This is idea of clean refined beauty carried across the brand. On figure beauty images were light and fresh and we kept a balance of product to avoid the idea of “too much”. For primary product stills, we created bold heroic images. In the digital sphere, we defined a series of visual cues and a palette that harked back to the modern French aesthetic. Every consumer touch-point was run through this filter in order to create a fully realized brand.
I honed my craft while working at No.11 with Giovanni Russo, Baron & Baron and Laird + Partners. Each gave me key experiences by working with leading brands such as; Miu Miu, Asprey, Michael Kors, MaxMara, Donna Karan and DKNY. This background lead me to an in-house role at Kenneth Cole, where I lead the re-branding and launch of Kenneth Cole Reaction. This included a new logo, brand voice, visual campaign, website, store design, and packaging.
Throughout my career, I have also been able to design many books spanning photography, fine art and architecture. Among them include: DEALER’S CHOICE for Architecture & Interiors Press; THANK YOUR LUCKY STARS, photographs by John Hamilton for Little Bear Press; and SOROLLA, THE MAGIC OF SPANISH DRESS, for the Queen Sophia Spanish Institute.