CAMPAIGNS

My most recent work presented the challenge of fusing beauty, technology, and pharma into 360-degree, multifaceted campaigns. And with budgets in the millions, it’s no small feat. These campaigns must seamlessly blend the allure of aesthetic treatments, the technical advancements behind them, and the science of pharmaceutical products to entice consumers to book consultations and move from the consideration phase to long time patients. I was able to understand consumer needs through a combination of user testing, focus groups, and performative data to improve our creative execution and meet company goals year over year. Responsible for concept all the way through execution, I oversee a team of designers, video editors, copywriters and external patterns to deliver high performing, cost-effective creative assets, balancing high volume, hard deadlines and numerous stakeholders. In 2023 my team of 10 produced over 800 assets for paid + organic social, landing pages, short and long form online videos, national commercials, OOH installations, in office materials and more. See highlights below!

BOTOX® Cosmetic Day 2023

For the past 5 years, BOTOX® Cosmetic has had their own official holiday, offering consumers the best deal of the year on gift cards to apply to treatments. It sells out every year, but in order to keep breaking records, the look and feel of this campaign must continue to evolve. In my constant effort to make pharma creative that would fit into the beauty space, I went all in.

High shine, chromatic photography and motion and our first ever all gold vial. The results? 1.31M visitors to the website, with 2M page views and 800k gift cards purchased, resulting in the highest number of treatments in the brand’s history. Our expanse was wide and it was a huge undertaking to create all social, OLV, TVC and OOH Billboards in house, thanks to a small but mighty team.

JUVÉDERM BRAND REFRESH 2022

2019

2022

As the in house Creative Director for JUVÉDERM® Collection of Fillers from 2019 to 2022, I set out to elevate the brand's look, feel, and messaging to better resonate with our audience. It was imperative that we replaced our traditional pharma look and “perfect models” with real stories, real consumers and real reactions to our product. In 2022, I partnered with my marketing team to execute a comprehensive brand refresh campaign that revolutionized our approach. Through strategic marketing, I ensured we obtained a diverse and inclusive cast, that would resonate more deeply with our viewers. Our biggest challenge laid  in creating content that educated consumers about the various types of JUVÉDERM in the collection, clarifying how they work and what to expect during treatment. There are misconceptions surrounding filler treatments, so our primary goal was to demystify and educate while simultaneously while capturing the attention of both our core and younger audiences.

We elevated the look and feel of the brand with fresh photography, relatable trendy social video, new font and color treatments, as well as recognizable graphics for our national campaign commercials and all digital platforms.

JUVÉDERM’S EVOLUTION

2023