In 2017, Laura Mercier pressed reset. A full brand rethink was underway—and as Creative Lead at agency Cigarettes & Candy, I was brought in to help bring it to life. Over the next four years, we reshaped how the brand looked, spoke, and showed up in the world. From global campaigns and video to events, print, and social—every touchpoint was reimagined. The result? A legacy brand with a fresh new voice, ready for its next chapter.