Art direction, Social design, Campaign concepting, Content production, On-set creative direction, Model talent (Beauty Unaltered black lip shoot)
CVS Beauty needed seasonal social content that could stop the scroll while staying true to the brand voice. The work had to feel product-forward and culturally current, with assets that read fast on mobile and worked across feed, stories, and motion.
I treated the work like a series of mini campaigns, not one-off posts. I’d start by locking three things: the hook (what makes you pause), the product story (what we’re actually saying), and the format plan (how it’s going to live across placements). Then I started to build the design around strong hierarchy and clean layouts so the product stays the hero, even when the styling gets bold.
From there, I leaned into seasonal storytelling that feels fun but still elevated. For October, that meant Halloween-coded beauty moments (like bold lip content) plus playful hair color story frames that feel native to stories and easy to consume fast.
I also supported bigger retail moments and partnerships, like event-led creative (Big Hair Event) and tutorial-driven content in partnership with NYX, making sure the visuals still felt consistent inside the Instagram feed.
Overall, the goal was always the same: make it feel current and shareable, while keeping it unmistakably CVS Beauty, clear, confident, and product-first.
