Hydralock Campaign
In 2024, I served as the overall Creative Lead at Hydrafacial, where I directed the strategic and visual evolution of the brand across campaigns and key initiatives, partnering closely with executive leadership and cross-functional teams to ensure creative output aligned with business objectives. I oversaw concept development through final execution, building cohesive visual systems that strengthened brand equity while maintaining clarity and consistency across digital, retail, experiential, and professional touchpoints. My role required balancing long-term brand vision with agile execution—leading my team through focused iteration, refining ideas through feedback, and elevating the standard of creative across every deliverable.
A defining example of this leadership was the Hydralock campaign, which I led and turned around in just two weeks. I developed the complete visual system and campaign branding, secured buy-in from leadership and cross-functional stakeholders, and managed the end-to-end production process. I scheduled and produced the shoot, sourced and booked the photographer and models, directed styling, and served as the overall creative producer and on-set director. Once assets were delivered, I led my team through rapid, iterative execution—translating the campaign vision into a full suite of finalized materials across channels. The result was a strategically aligned, visually cohesive campaign delivered under an accelerated timeline without compromising creative integrity.
Art Direction
Brand & Identity
Campaign
Creative Direction
Digital
Packaging
Social Web