Paper Mate: Flair! Bold & Metallic

Following the success of the Flair! Brunch campaign, Paper Mate once again tapped my team to develop visuals for two new additions to their iconic Flair! felt-tip pen lineup: Flair! Bold, designed for expressive, high-impact writing, and Flair! Metallic, which introduced shimmering ink for an artistic edge. Though separate launches, both projects were pitched, developed, and shot simultaneously for efficiency.

As Art Director, I led the visual concept development, prop styling, and lighting strategy, ensuring both product lines were presented with maximum impact. For Flair! Bold, the focus was on showcasing the bold line weight in a way that felt dynamic and inspiring. The Flair! Metallic collection presented a unique challenge—capturing the reflective shimmer of the ink required a blend of precise lighting techniques, plate photography, and strategic post-production enhancements to ensure the effect translated seamlessly in static imagery.

While Flair! Bold launched on schedule, the Metallic line faced delays, ultimately debuting two years later. Despite the gap, both campaigns delivered high-impact visuals that were featured extensively across e-commerce platforms (Amazon, Walmart, Target), A+ content, web banners, email marketing, and social media.