ST. IVES FACE MISTS
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St. Ives Facemists has a fun, fresh vibe that really speaks to the ZenZenial crowd—those of us who are all about balancing wellness with busy lives. We created a branding that keeps things simple and breezy, using soft colors and clean, minimal designs that feel calm and inviting. With natural ingredients like fruit extracts and botanicals, the products give off a laid-back, skin-loving energy. The messaging is super chill, focusing on giving people moments of self-care that fit easily into their daily routine. It’s all about feeling refreshed, relaxed, and glowing
As the Art Director on this 360 campaign, I was responsible for overseeing and guiding the creative process from start to finish. My involvement spanned every stage of the campaign’s development, ensuring a cohesive and impactful visual direction across all touchpoints. Here's a closer look at the various stages I was involved in:
CD: Roxanne White / ACD: Jia Chen / Sr. AD: Ana Soriano / Copy: Sara Molina
IDEATION & KEY VISUALS
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I played a key role in the initial brainstorming sessions, collaborating with the creative team, strategists, and clients to generate concepts and ideas. This phase was about understanding the brand’s vision, target audience, and campaign objectives to establish the foundation for the campaign’s visual identity.
Once the core ideas were in place, I developed and refined the Key Visuals. This involved designing the main imagery or graphic elements that would represent the campaign’s essence and resonate with the target audience. The Key Visuals were used as a reference for all subsequent creative work.
VIDEO
SOCIAL
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​​Collaborating with directors and videographers, I helped conceptualize and storyboard the video content for the campaign. This phase focused on translating the campaign’s message into a visual narrative, deciding on shots, compositions, and overall flow to ensure the final video would be both engaging and effective in delivering the campaign's key message. During the production phase, I was present on set to oversee the execution of the creative vision. This involved coordinating with the production team, ensuring the set, lighting, and props were in line with the visual direction. I also made real-time decisions to ensure that the shots aligned with the aesthetic and brand guidelines. ​​
After filming, I worked with the post-production team on the editing process. I ensured that the footage adhered to the original creative vision, paying close attention to color grading, pacing, and visual effects. This stage was crucial in fine-tuning the video and imagery to deliver a polished final product.
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I oversaw the creation of the final deliverables for the campaign, including static visuals, video content, and other media assets. These were optimized for various channels (print, digital, social, etc.) while maintaining consistency across all platforms.
Given the evolving nature of media consumption, I also led the adaptation of campaign assets for social media platforms. This meant resizing visuals, editing videos to fit specific formats, and ensuring that the creative resonated with the audience in different digital spaces, such as Instagram Stories, Facebook posts, and YouTube ads.