about
Built an integrated social campaign around the #BigLashEnergy idea, inspired by the rise of TikTok beauty trends and user-generated transformation content. I helped shape the campaign concept, visual identity, video direction, paid creative, and retail extensions, creating a system designed to drive participation, awareness, and product discovery.
-
• Led video production and art direction
• Developed the campaign identity and visual system
• Wrote campaign copy and social messaging
• Directed digital and paid campaign assets
• Extended the concept into merchandising and retail touchpoints
campaign
campaign setup
Built around the idea of transformation and self-expression, the campaign was designed to feel native to TikTok while still carrying a distinctive branded look.
The visual identity combined retro-pop cues with social-first elements, while a custom theme song by artist Alaina Cross helped give the challenge a recognizable personality across content.
Digital Ads
