Seasonal Storytelling Elevated
Dermalogica Summer Campaign:
As the Creative Director, I led a global campaign to revitalize Dermalogica's Dynamic Skin Recovery SPF50, achieving a 30% sales increase. Aligned with the 2024 Summer Olympics' themes of strength and movement, the campaign embodied 'dynamic skin'—healthy, protected, and vibrant.
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Vision
"Dynamic Skin Performs" became the central theme, inspired by the versatility of SPF and the vitality of summer. The creative approach emphasized movement and strength while addressing consumer concerns about SPF products.
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Partnerships
Collaborated with Olympic athletes like beach volleyball champions Kristen Nuss and Taryn Kloth to bring authenticity and energy to the campaign. Talent participated in both brand lead content and UGC, extending the reach and relatability of the campaign.
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Execution
Developed cohesive visuals, messaging, and activations across digital, retail, events and experiential platforms to create a unified brand experience.
Dynamic Skin Performs
The hero CTV spot brought “Dynamic Skin Performs” to life, featuring athletes moving through bold, high-energy environments. VFX inspired the packaging design emphasized the product’s multi-benefit performance, while a summer-charged soundtrack layered ASMR with rhythmic beats to enhance the sensory experience.
Key Visuals
Paid Social
Athlete Partnerships
Olympic athletes brought the creative vision to life across video, social, and events. From UGC to brand-led storytelling, their presence added authenticity and movement, turning product benefits into lived moments that expanded reach and engagement.
Emails
Visual Merchandising
Community and PR
Hosted activations like the Venice Run Club and AVP Manhattan Beach events, where athletes and influencers engaged with audiences, distributed samples, and reinforced brand storytelling.
The Team Behind the Vision
Dermalogica team leads: Diane Hun, Taylor Bennett, Jade Yuan, Charlotte Frost
Campaign Video Director: Nina McNeely
Video Production Agency: Underwonder Content
Talent Photographer: John Michael Fulton
Product Photographer: Patrick Yandoc