BRAND CAMPAIGN: Love What You See
Brand Campaign | Creative Strategy | Brand Storytelling | Omnichannel Creative
The Challenge
In transitioning from a consultant-led business model to a direct relationship with consumers, our brand needed to establish a stronger, more relatable identity that could retain our heritage of dermatological expertise while preventing the brand from feeling coldly clinical.
My Role
Translating the Campaign Concept into a Cohesive Omnichannel Creative System
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Contributed to creative strategy, messaging, scriptwriting, editing, production collaboration and execution across campaign touchpoints.
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Worked across high-level brand campaign expression through customer-facing messaging and channel assets, ensuring a consistent voice and narrative.
The Approach
Building on existing brand cues like prescription pads and written type treatments that referenced our dermatological heritage, we expanded the visual brand language into an analog-inspired, lived-in campaign world that incorporated poloroid photography, overhead lab notes and other tactile details to evoke the feeling of real, un-retouched results on real peoples' skin.
I helped translate the campaign concept into the hero launch video, then carried its visual and narrative expression into supporting customer-facing communications across the campaign.
PRODUCT LAUNCH: Hydra Mask Gel Cream
Product Launch | Creative Concepting | Social Strategy | Campaign Copy
The Challenge
Launch and differentiate a new overnight leave-on hydrating mask targeting a younger audience, while finding a fresh and culturally relevant social angle that doesn't lose sight of the core brand.
My Role
Creative Strategy, Concept Development & Messaging
Developed the social concept and messaging direction in partnership with the social art director on concept development and pitch.
The Key Idea
A social-first, scroll-stopping tone shift that reframed the product's core benefit (overnight hydration) as a moment to disconnect and recharge. Inspired by calming, ASMR-inspired internet culturea, we proposed a social campaign where the experience of rest was a central element of the creative, not just a description of the product.
The Creative Landscape
Exploring what a "digital rest stop" could look and feel like on organic social.
From Concept to Market
While the final campaign leaned more heavily into product science, elements of the original creative concept carried through to launch, including ASMR-style social content, a more playful style of infographic, and graphic nighttime elements in the packaging.
Reframing Brand Credibility for a New Retail Audience: Rodan + Fields x Ulta Beauty
Brand Voice | Product Education | Retail Communications | Consumer Engagement
For 15 years, Rodan + Fields relied on independent consultants to introduce products, educate customers, and guide purchasing decisions. As the company prepared to enter Ulta Beauty retail locations nationwide, the organization faced a new challenge: helping customers discover, understand, and trust the brand without a consultant serving as the primary touchpoint.
The Communication Challenge
Without consultant-led education, messaging needed to communicate dermatologist-backed expertise, product efficacy, and scientific credibility quickly and clearly.
My Role
As one of the brand's primary copywriting resources, I helped adapt customer-facing messaging for a retail audience, translating complex product benefits into accessible, science-backed storytelling that could resonate with both longtime customers and first-time shoppers.
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Educational Content & Training
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Naming & Campaign Messaging
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Editorial Review & Copy Guidance
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Cross-Functional Collaboration
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Brand Voice Execution
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Product Storytelling
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Product Launch Messaging
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Retail Communication Development
The Approach
To support the transition, communications emphasized dermatologist-founded expertise, clinical efficacy, and accessible product education across every customer touchpoint.
As Rodan + Fields entered retail, messaging needed to emphasize scientific credibility, dermatologist-backed expertise, and broader consumer relevance.
Scale & Scope
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Expansion into 150+ Ulta Beauty locations nationwide
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Helped introduce the brand to a new retail audience following at 15-year consultant-led business model
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Created content across retail, e-commerce, packaging, training, video, social, and experiential channels
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Partnered with creative, marketing, agency, legal, regulatory, and retail teams