DIME

Dewy Recovery Mask Campaign

Campaign Go-to-Market Strategy
Photo Art Direction (Editorial and UGC)
Video Direction

Creative Direction over:
Social Design
Package Design
Collateral Design
Event Signage & Design
PR Mailers

Developed and executed a tier-one go-to-market launch for DIME designed to elevate brand perception, establish category leadership in NAD+ products, and drive awareness through a culturally resonant, insight-led campaign. From strategy through final asset creation, the launch unified concept, content, and collateral across every consumer touchpoint.

Completed while Creative Director at DIME

❋ The Dew the Most Campaign

I developed the campaign’s go-to-market strategy including tease, launch and post-launch execution strategy and planning. The creative concept was grounded in product benefits and audience insights that shaped Dew the Most as a platform that celebrated the duality of a high-performing, multi-tasking product for women who are “doing the most” in their daily lives.

❋ Photo and Video Direction

I directed a multi-day, scrappy-yet-elevated production spanning editorial, UGC, lifestyle, and product content in LA. I collaborated with three photographers and video directors to deliver a cohesive visual story across still and motion deliverables.

❋ Campaign Collateral Direction

As Creative Director, I led a team of four creatives and oversaw the design and execution of campaign assets across packaging, PR and influencer mailers, social, email, web, PDPs, retail, in-store displays, event signage, and internal sales materials — ensuring brand consistency while pushing the creative bar with playful, culturally relevant moments.

❋ The Results

This was the brand’s first product launch to receive a major press release from the popular beauty publication Byrdie which utilized a lot of the language and visuals that I directed. This product launched in February 2026, so sales results have not landed yet.