Anisa Beauty
ART DIRECTION • photo PRODUCTION • creative strategy
Anisa Beauty is an industry leader in cosmetic brushes and tools. When Anisa Telwar-Kaicker, founder of global beauty manufacturing company Anisa International, was ready to debut her namesake brand, I collaborated with the company and built a production team, including photographer Jennifer Young, to execute several brand lifestyle shoots. Shot around the company’s home base in Atlanta, Georgia, I directed the content and determined the aesthetic that would fuel the brand’s marketing strategy on launch and beyond.
The Goals
Our work would drive the brand aesthetic for Anisa Beauty and serve as content for their website, social channels, digital advertising, and other various web and print assets. In addition, a goal of the content was to present CEO Anisa Telwar-Kaicker as a more public-facing figure of the brand. I partnered closely with her personally so that work we created could reflect her personal style and illuminate the inspiration and foundation behind the brand.
The Concept
Through exploratory interviews and team meetings, I got to know Anisa as a creative innovator, a powerful second-generation businesswoman, and a modern mystic — a collector of crystals and practitioner of mindfulness and meditation. We our content to feature various locations around Atlanta that inspired her work and her brand, and for the content to feature clear, bright, photos with lots of white, amethyst hues, and play with light and shadow, to echo the crystals that inspired her product design.
The Inspiration
Given the personal origins of the Anisa Beauty brand, we wanted our scenes to be stylish, modern, and sophisticated — like Anisa herself — with shots that felt intimate and organic.
The amethyst hues of the products were inspired by Anisa’s collection of crystals that decorate her home and office. We ran with this concept, and not only planned to feature crystals but play with light, reflection, and transparency, alluding to the reflective and multi-faceted nature of the crystals that inspired the line.
An example of a content inspiration board for our shoots
The Execution
I created inspiration boards to guide the angles and compositions in our shot list, and mood boards to set the tone of our photography. Photographer Jennifer Young and I worked closely together to capture our subjects and the light with clarity, brilliance, elegance, and playfulness. We cast a few models for our lifestyle shoots, captured natural portraits of Anisa with her creations, and shot product in flatlay and lifestyle scenes. With several shoot days in several locations around Atlanta, our work was ambitious. With my detailed document of map of locations, shot list and schedule, and inspiration, we were able to accomplish our goals. Following the shoot, I collaborated with Jennifer on shot selection and editing.
Several examples of visual guide board for our shoots
The Result
My production team’s final photos were met with great enthusiasm from Anisa and her team, and our content was featured throughout Anisa Beauty’s brand presence as a cornerstone of the brand direction and aesthetic.
