MY ROLE: Creative Lead
LEADERSHIP SCOPE: Creative & Art Direction • Product Photography • Ecommerce Design • Website Marketing • Retail & Social Content • Production Management
Building an Omnichannel Beauty Ecosystem
CAMPAIGN OVERVIEW
Developed integrated creative for Unilever's portfolio of beauty brands, translating brand strategy into premium product experiences across ecommerce and retail. From art-directed photography to retailer A+ content and social assets, the work created cohesive customer journeys across every digital touchpoint.
BUSINESS CHALLENGE
Consumers increasingly discover and purchase beauty products online, requiring brands to deliver compelling product experiences across multiple retail platforms. The challenge was creating premium, conversion-focused creative that maintained each brand's unique identity while scaling across Amazon, Target, Walmart, and social channels.
STRATEGIC APPROACH
Developed integrated visual systems that combined art direction, product photography, Amazon A+ content, retail product pages, and social marketing into a cohesive customer journey. Each execution was tailored to retailer requirements while remaining true to the distinct personality of every brand.
CREATIVE LEADERSHIP
Directed creative from concept through final delivery by leading photoshoots, establishing visual direction, collaborating with photographers, retouchers, and cross-functional teams, and ensuring consistency across multiple brands, product launches, and retail channels.
BUSINESS IMPACT
Established scalable visual systems across 8+ Unilever beauty and personal care brands, transforming product photography into a cohesive content ecosystem that supported retail, ecommerce, website marketing, and social campaigns while maintaining consistent brand storytelling across every consumer touchpoint.
Brand Portfolio
Art Direction
Established a distinct visual direction for each brand, creating premium imagery that elevated product storytelling across every consumer touchpoint.
LOVE BEAUTY PLANET
TRESEMME
SUAVE
Product Photography System
Every product shoot was designed as a scalable content library that could support ecommerce, retail, and social marketing.
NEXXUS
Retail
Every retail experience was designed to seamlessly connect product education, brand storytelling, and purchase decisions across ecommerce platforms.
SHEA MOISTURE
DOVE
A+ Content
Every A+ experience was designed to strengthen product storytelling through engaging visual content, education, and consistent brand messaging.
MULTIPLE BRAND PRODUCTS
Creative System
Established a scalable creative system that connected art direction, photography, and content development across every consumer touchpoint.
8+
Global Brands3
Major Retailers4
Integrated ChannelsROLE: Creative Lead
TEAM: 2-3 Designers • Creative Strategy • Photography • Post Production • Marketing
DURATIONS: 4-5 Months