GELCARE
For GELCARE, the contribution spanned creative assistance, campaign development, brand storytelling, and large-scale experiential production. The visual strategy began with curated research to refine and elevate the Instagram feed, establishing a cohesive rhythm and a confident, modern point of view aligned with the brand’s evolution. Photography by Sarah Emily St-Gelais and Geneviève Charbonneau played a central role in shaping this updated visual language.
5th Anniversary Celebration at RomiesFor GELCARE’s five-year anniversary celebration at Romies, creative direction and execution were overseen across every detail in close collaboration with the brand’s internal team.The table design balanced floral arrangements by BYROSE with intentional candle placement and layered textures, reflecting the brand’s refined yet celebratory identity. All event collateral was designed in-house, including invitations, custom matchboxes, ice stamps, and branded martini drink stamps. Creative direction extended to the playlist, cake concept, and the illustration and design of an oversized GELCARE gel bottle installation. Each element was composed to create a cohesive and immersive brand moment, translating the brand’s digital language into a physical environment.
Regular Polish Launch CampaignThe Regular Polish campaign marked the brand’s largest production to date. Over two full days of shooting, both still imagery and video assets were captured to anchor the launch across digital, retail, and event platforms. Creative direction was developed alongside CEO Emilie Sanscartier, contributing both as creative assistant and creative director across the video components. Styling was executed in collaboration with Tara Hubert. The campaign was unveiled at Foil Gallery during a launch event welcoming over 150 guests. The campaign models were flown in for the occasion, reinforcing continuity between the brand’s digital and physical presence. A 30-second film premiered inside a dedicated video experience room, accompanied by behind-the-scenes bloopers to create intimacy and connection.Creative direction was developed alongside CEO Emilie Sanscartier, contributing both as creative assistant and creative director across the video components. Styling was executed in collaboration with Tara Hubert.
Body Scrub Bar CampaignFor the Body Scrub Bar campaign, art direction was developed in close collaboration with Emilie Sanscartier. On set, creative direction was led alongside model Valérie Bois, with the campaign filmed on a digital camera to achieve an intimate, nostalgic aesthetic.Copywriting for four campaign posters sent directly to clients translated the visual language into words, reinforcing the emotional tone of the launch. Across content, campaigns, and live experiences, the work operated as one unified creative vision: refined, intentional, and culturally resonant.
Special thanks to the GELCARE team for their precision and seamless execution of every creative idea. A particular acknowledgment to Myriam Leroux, GELCARE’s graphic designer, whose thoughtful design work brought clarity and cohesion across all visual assets.
Regular Polish Campaign CreditsDirector of Photography & Editor: Sam Olaechea Photographer: Geneviève Charbonneau Art Direction: Emilie Sanscartier & Marie-Eve Petit Production: GELCARE Production Assistant: Tara Hubert Models: Claire P. (Folio Management / Ford Models) & Gabriella Placourakis Nails: GELCARE Nails Assistant: Oli Rosimm Makeup: Alana Alper (TEAMM Agency) Hair: Maddie Alper (TEAMM Agency) Styling: GELCARE, Marie-Eve Petit & Pissed n’ Broke Vintage Studio: Studio Simone Photo Camera Equipment: Cineground