biossance x reese witherspoon
project: as a major brand partner for biossance, this was the first of several collaborations to come with reese witherspoon. we concepted and created a campaign released before mother’s day that was unique to the products she loved and told the story of her affinity for positivity, wellness and healthy skin.
role: as the editorial director i worked to create a a narrative that felt true and special for both reese and the brand. I worked on everything from concepting the campaign and pitching that to her team as well as ours, to video, to packaging and digital execution for launch.
social: tease & reveal sequence + paid media carousel
packaging/ sephora fixture
big mood mascara. / e.l.f.
project: expand the brand portfolio with competitive mascaras including the recent launch of big mood.
role: as head of copy, i named and concepted this mascara & we collaborated with musician Tierra Whack on the campaign.
homepage/ story page/ emails
visual merchandising: signage & Fixture
Category Header
16hr camo concealer. / e.l.f.
project: launch the brands latest do-it-all concealer with the campaign mantra of ‘long-wear, don’t care.’
role: as head of copy, i worked closely with the creative and marketing teams on this campaign. this includes everything from concepting to strategy and execution. we launched a homepage takeover, campaign video, and paid social utilizing stills and video content.
creative direction/ lauren festine design/ carly sloane & camrie dance video/ andy akbik production/ jess kahn
30-second campaign video.
e.l.f stores looping video
campaign emails.
homepage: desktop & mobile/ facebook instant experience ad/ product detail page
vive la france box/ glossybox x jamie lee reardin
project: glossybox created limited-edition boxes yearly, this time partnering with illustrator + artist @jamieleereardin. we were inspired by her work with the new york city ballet and worked together to create her version of paris, france. the project included everything from a site/social takeover, on-set shoot + interview, as well as influencer packages pictured on the left filled with information introducing her to glossybox’s audience, specially designed diptyque candles and treats with her fashion illustrations.
creative direction / camilo villota design / marta molina gomez
