For the Kiehl’s Calendula campaign, I spearheaded a bold new art direction, specifically tailored to resonate with Gen-Z. We embraced a lo-fi, organic, and raw aesthetic, creating content that felt authentic and unpolished - an unprecedented move in Kiehl’s history that successfully captured the attention of a younger audience.

ROLE
Global Social Creative Lead

TEAM
Ji Hwang, VP Creative
Maria Gustafson, SVP Creative