Always striving for innovative skincare solutions, Peace Out created their new Overnight Recovery Mask and needed a creative marketing campaign. I was tasked with developing a visual direction & creative asset that elevate the brand while staying true to their core audience.
First, the client needed a package design that adapted the brand's core aesthetic to a new format. While zip seal pouches existed, this was the first without a primary unit carton, requiring an exploration of design options, leading to this final packaging solution.
A key factor of this project was understanding the core audience. As a product not limited to acne or aging, it was identified that the audience sought a soothing, repairing, 'spa-at-home' skincare experience.
I used this direction to develop a campaign deck featuring an elevated photo and design direction. I then created photo and video shot list's designed to entice consumers to emulate the calmness, beauty & confidence that the brand associates with the product and its benefits.
While the initial plan was to create a calming experience in every aspect of the campaign, the client began to have concerns that this could lead to lead to a lack of energy and the excitement that the brand typically leans into upon launch.
Provided with a revised direction, the creative team was challenged to reapproach the campaign video and social launch assets. The new idea was to engage that 'spa-at-home' fantasy with the imagery but create something more rapidly stimulating for video assets.
Collaborating with the marketing team, the creative team and I developed a refined email campaign, paid media assets, social content, and e-commerce visuals, all centered around themes of soothing simplicity and confidence, reflecting the product’s calming nature while maintaining the brand’s bold presence.