BEAUTY/FASHION
This is a category that can often be superficial and fail to convey a unique brand POV. But rather than fall victim to empty clichés, I approach the category as I do any other: first looking for a truth, then articulating it in a fresh, brand-relevant tone.
GO BLONDE BY JOHN FRIEDA
This campaign is a cheeky celebration of blonde-ness.
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/6c296d46-11a4-4915-b4ed-e58344f60995_rw_1200.gif?h=caa6b68fdb2556026e668a4669110f44)
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/35aeb742-439e-4d6f-b4ff-ce8c8424e424_rw_1200.gif?h=9eda390012abd91f5e3fabd8e95abc21)
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/b24fa7cf-6819-4dfd-8e33-1873ed3c2d4d_rw_1200.gif?h=e244ad0a9c112665c274621563547170)
ROOT AWAKENING BY JOHN FRIEDA
In this campaign we wanted to get people to start thinking about the health of their hair.
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/0ee125ad-5031-42e1-b7fe-fde203bb0f31_rw_1200.jpg?h=75070dad2abe995eea411d6f0f458aee)
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/e8344fac-2c6b-4ee0-b3a1-7264051e2dda_rw_1200.jpg?h=8909b22302746b32ff6034fa42f5a01f)
VENUS AT-HOME LASER HAIR REMOVAL
A sexier approach to hair removal that celebrates smooth, beautiful skin.
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/868ac30e-d199-4fd4-a73e-3456004ea8ae_rw_1200.png?h=af23fc8cef2d74d4d51f32bd879a554d)
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/5c95a9e5-2cc5-4bc4-839a-42127656c95b_rw_1200.png?h=87de156286c38d716c2f1c351841a994)
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/e2883f79-ecae-47ac-8480-224d3d86c833_rw_1200.png?h=f4055894cd0a4689a9dc524b5d50c152)
OLAY
A skin care line that doesn't just help give women beautiful skin, but also amazing confidence.
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/22605512-9347-463d-983f-ed9f6f7846e5_rw_1920.jpg?h=88236977c97443d18bab50429566c2b4)
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/f668451c-1ef7-48e8-941a-bcd40f16b872_rw_1920.jpg?h=ff6481c46d0f9d46bf582caa219f6dcc)
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/8f7d1d80-d47a-4833-97fb-bf40f6bb96de_rw_1920.jpg?h=17c9e3537c505ae8e8eef0c2d6a38933)
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/f5d9189b-d1a3-4354-856f-c149a1f50e8d_rw_1920.jpg?h=771b4ff9378fafd3309762630188c9df)
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/64270b1f-7330-48e9-8820-d3370e6f6bf7_rw_1920.jpg?h=2a1bd827524fcb472882b2ab379f97f8)
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/41f7980c-d4b0-4416-8c91-3e3d926c0a1c_rw_1920.jpg?h=22b9a074bae2a1e6bc6d8d3669602ad9)
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/315d85fb-a3db-4785-8b10-dfc88b68d09b_rw_1920.jpg?h=756aa9738956bb9059ba51eb18629e4b)
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/47a2669c-c792-4249-9c2d-4b24cd537cc8_rw_1920.jpg?h=e51e3b86c32dadbd30f33ec2e7e15adf)
![](https://cdn.myportfolio.com/49d1f173dd5804cf663be82a38511894/ebd484be-2450-4942-9e2b-2e0ca301a445_rw_1920.jpg?h=b4f3c29724c02e9441edc3e4e1ebe44f)