Sea Change

 PROJECT ROLES: CREATIVE DIRECTOR, DESIGN

Served as the Creative Lead, partnering closely with external agency Thesis to develop ELEMIS' Sea Change campaign, promoting the hero product, Pro-Collagen Marine Cream. Collaborated with the agency and internal copywriting partner throughout pre- and post-production, shaping the campaign's visual direction and tone of voice while overseeing image selection, retouching, and creative tactic development. Led the internal creative team in producing supplemental paid media assets, landing pages, and email campaigns to support the launch.

The campaign generated 227 million media impressions from August through October, acquired 15.9K new direct-to-consumer customers and 60K new Amazon customers, and drove a 55% increase in direct-to-consumer sales of Pro-Collagen Marine Cream.