Star Power: Jennie Garth x Perricone MD
In early 2025, we partnered with Jennie Garth to launch two new Retinol Serums. I led the creative strategy and campaign tone, collaborating with Little Bear to produce video and capture a range of content for social, digital, and video channels. To extend the campaign’s lifecycle, I also partnered with photographer Hayley Fisk to produce additional product photography, allowing us to refresh and evolve the visuals over time. Below is a snapshot of the full rollout — from site assets to social posts to email marketing.
Directing the Look of Luxury
As Creative Director, I led photography and video shoots that brought Perricone MD’s skincare, makeup, and supplements to life. Blending lifestyle and product-focused direction, I ensured every asset aligned with our refined brand aesthetic — designed to resonate with a sophisticated, modern woman.
MAKING SPIRITS (AND SALES) BRIGHT.
Each year, we found fresh ways to excite customers amid the holiday rush — from lifestyle-driven visuals to clever product features and headlines. These seasonal campaigns consistently delivered strong engagement and contributed to year-over-year revenue growth.

Holiday 2024 sitewide sale campaign. Photographed by Hayley Fisk

SCROLL STOPPING SOCIAL
Creating high-impact social campaigns through video and motion design for Instagram, TikTok, Facebook, and digital platforms — built to stop the scroll and spark engagement. I partnered with agency teams to execute the creative vision, including CGI developed by Stylo Creative to capture product texture in ways that live action couldn’t achieve.

PAID MEDIA / SOCIAL Video for Cold Plasma Plus The Essence Launch

PAID MEDIA / SOCIAL asset for No Makeup Foundation Serum Relaunch

PAID MEDIA - No Makeup Skincare Relaunch

CGI visualization by Stylo Creative for Cold Plasma Plus Daily Defense Launch

Clean Skincare, Bold Storytelling
To relaunch our Hypoallergenic line with cleaner, biomimetic ingredients, we needed a bold, memorable concept. I developed a campaign inspired by Japanese ikebana to spotlight the natural ingredients at the heart of the collection.
Partnering with Rebel Brand Management, Cody Ebbeler, and photographer Alex Kapustin, we created an immersive ecosystem that extended across digital, social, video, retail, packaging, and event activations.
ECO MEETS ENGAGEMENT: INTERACTIVE BOOTH FOR CLEAN BEAUTY.
For the 2023 Ulta Field Leadership Conference, I partnered with Duggal to concept and design a sustainable exhibit spotlighting the Hypoallergenic Clean Collection. Built with 85% recycled or recyclable materials, the booth featured multiple reusable components and three interactive experiences: an ingredient flip match game, a before-and-after slider, and a “guess the natural ingredient” activity. The installation earned strong praise from Ulta leadership, store GMs, and even competitors for both its creativity and eco-conscious execution.

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