Client
St. Ives / Unilever
Campaign
Live Radiantly
My Role
Creative Direction, Art Direction
Lead Unilever portfolio and creative team (7-10 writers, art directors, designers, photographers), guided concept development, oversaw production, managed client relationships
Agency
Deep Focus | Moment Studio
TL;DR
We endeared St. Ives to a millennial audience, one snassy post at a time.
We launched a Tumblr-first campaign to promote St. Ives’ Scrubs and Spray Lotion lines during a time of brand transition. Early content testing on Facebook gave us a clear read on what resonated, which allowed us to hit the ground running with a strong voice and visual direction.
We coined the term “Snassy” (sass + snark) to define the brand’s new personality, and leaned into bold color, hand-drawn illustrations, clean photography, and a playful, irreverent tone that spoke to adulting millennials. We captured the full look and feel in a Social Media Brand Guide that set visual standards across platforms and partners.
To extend reach, we partnered with Brit+Co to create custom content for their site and social channels, tapping into their 10M+ monthly visitors.
