Biossance ctv ad
marine algae eye cream
Premise: An ode to a hero sku and a cult favorite, we combined meaningful product benefits with overall highlights including clinicals to reinforce the power of this product.
Role: Concept, write various script versions, storyboard, and manage the editorial process bringing this video to life, side-by-side with marketing and paid teams to meet objectives.
Creative Director: Gia Esquivel Design Director: Snow Kahn Editorial Director: Shayna Marcos Video: Michael Maldonado
Biossance product launch video
squalane +enzyme sugar body scrub
Premise: A more lifestyle launch for the brand, we wanted to ladder up to the overarching theme of ‘Body, Mind & Scrub.’ Sensorial, thoughtful and textured—we worked through footage to put together a beautiful video for the brand’s first body care launch.
Role: Concept, create various script versions, storyboard, and manage the editorial process bringing this video and its cutdowns to life. This video lived on the landing page during launch.
Creative Director: Gia Esquivel Design Director: Snow Kahn Editorial Director: Shayna Marcos Video: Michael Maldonado
Biossance ctv ad
squalane + copper peptide rapid plumping serum
Premise: For the launch of this product, we created an educational video with cgi to illustrate the power of the product and how all of the ingredients come together.
Role: Concept, create various script versions, storyboard, and manage the editorial process bringing this video and its cutdowns to life.
CD: Gia Esquivel Editorial Director: Shayna Marcos Video: Michael Maldonado Sr. Copywriter: Madyson Murray
e.l.f. cosmetics
Jkissa x e.l.f. interview
Premise: This was our second collaboration with Jkissa and one of several campaign videos for her limited edition collection.
Role: We wanted to highlight who she was and how she became Jkissa, as the collaboration touched on so many intimate aspects of her personality. This was the longest of all of the videos, where we worked to create and concept an interview-style video where clients could learn more about her.
CD, Digital: Francine Dreyfus Designer/AD: Jing Zhang Video: Jonathan Galan Sr. Copywriter: Sofia Karesh
E.L.F. Cosmetics
lip campaign: model interviews
Premise: Value is a major driver for e.l.f. and for our lip campaign we wanted one of the angles to be bts, on-model footage, of how they felt and what they thought about our range of lip products.
Role: I interviewed models during this shoot to capture real time reactions about our lipstick price point and quality. The result was a mix of humor and mic drop moments, which was exactly what we wanted. Timing was essential to capturing these interviews and to achieve this, I collaborated with makeup artists, art directors, and photo/video on-set.
CD: Ashley Rosebrook AD: Tess Martin Production: Jess Kahn
e.l.f. cosmetics
holiday 2017
Premise: This campaign was (of course) very festive and fun. with the red thread being the idea of wanting ‘more.’ For e.l.f. that meant not needing Santa’s help nor having to sacrifice gifts for loved ones and for yourself. The looks were centered around glitz, glam, and the ability to look amazing without a major spend.
Role: I wrote all of the copy for the entire campaign (+ lookbook) which included on-set presence and collaboration with vp of creative, art directors, video/photo and e.l.f. creative team.
CD: Ashley Rosebrook AD’s: Tess Martin, Moises Chavez Production: Jess Kahn
E.L.F. Cosmetics
magnetic mask: environmental aggressors
Premise: This was one of several videos we did for our magnetic mask push. The mask has antioxidant benefits and was the only of its kind in mass retail. A major draw is the wand, which is magnetic and lifts the mask off your skin, making it waterless and mess-free. This video specifically is about fighting environmental aggressors and elevates models to an almost ‘superhero-like’ level, to illustrate the magic and power, so to speak, of the mask.
Role: We wanted the copy to feel modern and include social-speak. Being that the videos were all short, I was tasked with creating copy that was to the point and included emojis, making it work for paid media and how quickly consumers are scrolling. I worked with our digital creative director and video editor to make these come to life.
CD: Ashley Rosebrook AD: Moises Chavez Production: Jess Kahn
e.l.f. Cosmetics active collection
Premise: Our ACTIVE collection featured workout-ready products for the girl on-the-go. They are sweat-resistant, portable items, perfect for your gym bag or otherwise. This was the launch video for the collection and we wanted those attributes to be reflected in location, music and casting.
Role:I was tasked with communicating the overall vibe of the neon packaging, product benefits and lifestyle that ACTIVE embodied. Like much of what e.l.f. innovates, this collection was very trend-based. I partnered with our art director and vp of creative to sketch the basis for this and then subsequently with video editing to finalize.
CD: Ashley Rosebrook AD’s: Tess Martin, Moises Chavez Production: Jess Kahn
e.l.f. cosmetics
16hr camo concealer
Premise: Long-wear, don’t care was the tagline for this product launch. The video has a documentary-esque approach and captures both stills and video with six models to showcase the concealer claim. We wanted this to feel very ‘down-to-earth, real girl meets… we all have dark circles and don’t have the time for constant touch-ups’. All of the models casted have side hustles and are multitasking to achieve their goals, so we wanted to profile them and follow them to reiterate the 16hr wear.
Role: I partnered with our vp of creative + our digital creative director to illustrate how the product lasts for 16 hours, no matter how action-packed your day is. This included on-set interviews with the models, scriptwriting for all of the campaign videos, and all copy for this campaign (digital and otherwise).
CD: Ashley Rosebrook CD, Digital : Lauren Festine Production: Jess Kahn
E.L.F. Cosmetics
hello hydration! face cream
Premise: This face cream was our first campaign going into 2019 and was meant to co-inside with the resurgence of ‘new year, new me’ resolutions that happen every January. We did not have an everyday moisturizer in our portfolio, so this was a major push for the brand. Telling an ingredient story was of the utmost importance to marketing/innovation, which meant leading with bold statements and education.
Role: I worked with our digital creative director to create a high volume of videos for e.l.f. stores, social channels, paid media, and website. Almost every video had a different theme, whether that was an ingredient story, emphasis on price point, or messaging about dry skin. Copy is visible throughout the 5 videos added here.
CD: Ashley Rosebrook CD, Digital : Lauren Festine Design: Carly Sloane Production: Jess Kahn
