February 2026 • 6 months
COMPLETED3 Day Event
Beauty Prestige Group hosted a 3-day annual sales event for their portfolio of cosmetics brands. The folks at East of Ellie brought me on as a Creative Director for the visuals of the event.
BUILT FOR
Beauty Prestige Group
Cosmetics Portfolio Corp.
Technologies
Created 3D Visualizations for each brand on the New York Street layout
Developed a Stereoscopic 3D Intro Video that was screened at Paramount Theater
Created event branding and presentation design system
Directed and designed event print collateral
Ideated and prototyped a custom "Magazine" Photo Box
Designed, formatted and exported production-ready graphics to the sign and prop Vendors
It can't be understated on how big New York Street is at Paramount Studios. Spanning across several mock "city blocks", we set up the "Scent and Beauty Marketplace" in the block towards the back. It gave enough room to fit people in, but also wasn't so expansive that we would need to fill a lot of space with visuals and decorations.
In the portfolio of BPG brands, Shiseido, Dolce and Gabbana, Laura Mercier, Hermes, and Issey Miyake were featured with their own dedicated sections.
For Hermes, they showcased their products along with a photo booth with their pattern as a backdrop. There was also a coffee bar where a barista would serve guests with a cup of coffee art.
Laura Mercier's booth featured a product showcase, live try-ons for their lipstick line, and interactive quizzes for the guests. I created the signage for the booth and building as well as graphic design for the quizzes.
Shiseido was fashioned like a retro magazine stand. Like the other brands, we designed custom window graphics and signage for the newspaper stand that featured their "Tsubaki" or Camellia logo bug.
The theme for Dolce & Gabbana was that of a traditional Italian market. There was a guitarist playing live music, branded Gelato cups, and a backdrop where attendees could post their selfies.
The Edison was the only venue that was not hosted at Paramount for the Sales Event. It was a unique location that boasted industrial/steampunk decor and there was a live DJ.
To take advantage of the space, myself and Bryan Capri took 50 years of japanese Shiseido commercials and cut them into a 20 minute seamless loop that played on TVs and projectors around the venue.
As the club is underground, when the guests walked in on ground level, they were greeted with the Shiseido logo on the floor, made possible by a custom gobo mounted to a Leko light.
I supplied the vectors for this and also designed the cocktail signs and miscellaneous collateral that was displayed in the Edison.
Creative Director / Motion Designer / Camera Operator
Paul Melluzzo
Executive Producer
Emily Chalk Battaglia
Producer
Cindy Plourde
Motion Designer
Colin Theys
Video Editor
Bryan Capri
VFX / Compositor
Matt Wauhkonen
Graphic Designer
Trish Fearon
2nd Camera Operator
Megan Pham
Paul is focusing on the intersection of technology and creativity. He is a partner at Epicly AI, an AI-powered platform for creating engaging digital content and a Creative Director at Omnislash Visual, a visual branding and design studio.