February 2026 • 9 days
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
As the event spanned multiple days with several prominent brands, event branding was created for all the distinct activations and collateral.
For Day 1 of the event, the presentations by the C-Suite were hosted at the Paramount Theater. This served as the kickoff to the entire event and allowed us to make full use of their Stereoscopic 3D 2K Projectors.
The team at East of Ellie were able to secure the 3D glasses for the event and I fleshed out the logistics for an immersive 3D intro video.
Paramount's projector used side-by-side images for their 3D and the eyeglasses were polarized (think IMAX 3D) vs. the traditional red/blue anaglyph glasses.
Colin and I developed a series of tests with different amounts of visual offset between each eye before I flew out to location scout the venue a month before the event.
Paramount was kind enough to let me run tests with them to find the idea 3D effect, before flying back out to continue work on the videos.
If we weren't the first ones to make a photo booth that looks like a magazine, then we were definitely one of the earliest.
Before we even got the green light to pursue this idea, Emily Chalk from East of Ellie had me mock up the box and faux magazine cover in 3D. It was designed to scale, and once approved, I passed on my measurements and renders to the prop builders.
Also, I had provided the vectors to the builders so the "magazine cover" could be cut on a large format vinyl plotter.
The artistry studio was a hit for attendees. Laura Mercier sent down their staff of professional makeup artists, and we transformed an empty building into a feature that allowed guests to have their makeup applied, have a glass of champagne, and review new product offerings.
Once again, 3D visualization was needed to convey what the space could look like. Beneath the refined facades of the New York Street buildings, many of them have interiors made for utility.
Power hookups for film lights, storage, etc.
During the initial location scout, I took reference photography and measurements of the spaces so that the footprint could be re-created in 3D. The mockups were not only useful as a tool to help illustrate our creative vision, but also as a reference for the folks setting up the space to East of Ellie's specs.
Since this event had a number of different brands being highlighted over 3 days, there was a fair bit of collateral design needed. Below is a sampling of what I created, but there were Step-and-Repeats, Signage, Popcorn Boxes, you name it.
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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.
Drop a line if you are interested in collaborating with AI and creative technology.