ST. IVES
face mists campaign
We took on the challenge of launching a brand-new St. Ives product category, built entirely from scratch for Gen Z. I got to lead the whole creative process and production—guiding our team from the very first messy brainstorming sessions right down to the final design details. Together, we rolled out a massive multi-channel campaign featuring everything from key visuals and print ads to digital media and custom social assets.
ACD: Jia Chen / Sr. AD: Ana Soriano / Copy: Sara Molina
daily cleansing launch campaign
Building on the momentum of our face mists campaign, we developed and executed a comprehensive launch strategy for a new line of gel cleansers. This project represents a complete 360-degree digital and print campaign designed from the ground up specifically for the Gen Z beauty market. From initial brainstorming and creative direction to final production and asset delivery, we handled every phase of the process to bring a fresh, engaging, and culturally relevant product experience to life in the competitive beauty space.
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scrub
As an undisputed hero of the St. Ives portfolio, the iconic Apricot Scrub continues to be a staple in healthy skincare routines. This project focuses on driving continuous engagement for this cult-favorite product by refreshing its digital content and creating dynamic new assets. By keeping nature at the center of our storytelling, our creative strategy reinforces the power of its 100% natural ingredients and establishes the scrub as an essential, vibrant step in any daily cleansing routine.
