Sephora Wellness Campaign

The brief: Launch a new category of wellness products including tools and ingestibles.

The approach: Wellness has always been an exclusive and confusing category, and we wanted the launch at Sephora to be the diametrical opposite—approachable, demystifying and fun, with colorful lifestyle visuals.

My role: Overall concepting, tagline, copywriting across digital and retail, and creating social activations, with oversight by Associate Creative Director.