St.Ives Discover the
Bright Side of Skincare

St.Ives was big in the 90s, but between little media spend and some recent bad press, they lost some of their brand power with consumers. Our campaign had to shine a new light on the brand by highlighting their light-hearted and carefree nature in a category full of…blah. So, whether your face is craving a moisturizing clean or your shoulders could use a sumptuous scrub, we needed to show consumers that St. Ives has got your back, your knees, cheeks — all of you – covered.

As lead art director, I presented the campaign platform explorations and script concepts, to ultimately establish the campaign look and feel that would go on to be adapted for all brand deliverables for the year to come. I briefed the Director and guided her through the production and finally oversaw a team of production designers for all social and online advertising deliverables.