SK-II

Beauty unearthed

To bolster awareness of P&G’s beloved skincare line from Japan, I oversaw a comprehensive campaign anchored by the launch of the digital magazine Beauty Unearthed. Content comprised of videos, influencer photos, and editorial posts celebrating the brand’s story of hidden gems from unexpected places, since SK-II’s core ingredient was serendipitously discovered in the sake fermentation process.

In the five-part video series Sake Set, brand ambassador and actress Kate Bosworth and Emily Weiss of Glossier discussed their favorite hidden gems in travel, food, and, of course, skincare—all over sake. The series garnered over 550,000 views. (Also we designed and built the sake bar set from scratch.)

To drive product trial, my team also launched Pop-Up Studios in New York and San Francisco, and activated P&G’s first sponsorship with Mercedes Benz Fashion Week, generating over 183 million impressions, growing the brand’s online following by over 2000% and breaking U.S. sales records.

Roles: Creative Direction, Writing, Strategy