Kérastase Society transformed Melbourne’s Le Méridien into a two-day immersive beauty and lifestyle experience, bringing the world of luxury hospitality, beauty, wellness and French art de vivre to life.

The Challenge: Make Kérastase Society feel like the beauty and lifestyle experience everyone wanted to check into — before anyone had even seen it.

Working alongside Bastion’s Experience team, we developed a creator-led social campaign that teased the experience through the visual language of luxury hotels, using cinematic storytelling, elevated rituals and subtle clues to build anticipation before the big reveal.

As Creative, I led the concept and art direction across the campaign, working from talent styling and props through to shoot direction and post-production. The result was a suite of social content that extended the physical experience into the feeds of four creators, generating 822K+ views across the campaign, with individual assets reaching over 200K views.