A clean beauty brand built on inclusivity and simplicity needed launch content for a primer designed to work on every skin tone. The imagery had to prove the claim, not just state it.
What I did
I led creative direction for the shoot: hiring the photography and lighting teams, designing a set that matched the brand's minimal but vibrant look, and casting talent who actually represented the brand's mission. I oversaw all post-production, including photo editing and social-first video for Instagram and TikTok, plus behind-the-scenes content that gave the launch a pulse.
Why it worked
When the promise is "for everyone," the casting is the argument. The campaign looked like the brand meant it.
The result
A launch campaign that proved the claim on camera, with social-first video ready for the feed on day one.
