Hydro Boost “Boost Your Skins Vitals” Concept Work

My Role: Creative Director

Senior Art Director: Erica Cleveland
Copywriter: Alex Rosser
Group Creative Director: Steve Gammel
Account Director: Katie McHattie
VP, Client Leadership: Ariel Knobbe

Hydro Boost Water Cream is one of Neutrogena’s most beloved skincare products, known for its signature cream-to-water transformation and powerful hydration benefits. Our team set out to re-energize the hero franchise by shifting the conversation from hydration as a functional claim to hydration as a feeling.

Inspired by the product’s 9× hydration message and sensorial texture, we developed a vibrant visual system built around fluid forms, luminous blues, and expressive human moments. The result transforms Hydro Boost from a skincare staple into a full sensory experience where hydration becomes a whole vibe.

Niacinamide Serum Launch KV

My Role: Creative Director

Senior Art Director: Erica Cleveland
Copywriter: Alex Rosser
Group Creative Director: Steve Gammel
Account Director: Katie McHattie
VP, Client Leadership: Ariel Knobbe

Sensitive
Skin Makeup Campaign

My Role: Creative Director

Senior Art Director: Erica Cleveland
Associate Creative Director: Jill McLain
Group Creative Director: Steve Gammel
Group Account Director: Katie McHattie
VP, Client Leadership: Ariel Knobbe

As beauty culture moves toward authenticity and skin positivity, consumers are rethinking their relationship with makeup. But for those with sensitive skin, the experience often feels like a cycle: wear makeup, trigger irritation, then choose between covering it up or going without.

For Neutrogena Sensitive Skin Serum Foundation, we reimagined that cycle. Built around the idea “Smooth, Soothe, Improve,” the campaign positions makeup as part of a healthier routine—delivering coverage while actively caring for skin with gentle, skin-supporting ingredients.

Acne is human. The frustration that comes with it is too.

For Neutrogena Oil-Free Acne Wash, our team created social content that recognizes the real, everyday experience of living with acne—without shame or overcomplication. By pairing relatable storytelling with the science of salicylic acid, the work positions Oil-Free Acne Wash as the trusted solution that helps keep breakouts under control.

Acne
“For People with Skin” Campaign

My Role: Creative Director

Associate Creative Director: Jill McLain
Group Creative Director: Steve Gammel
Account Director: Katie McHattie
VP, Client Leadership: Ariel Knobbe

Holiday
Campaign

During the holidays, we spend so much time searching for the perfect gift for everyone else that we often forget about ourselves. For Neutrogena’s holiday campaign, we flipped the script—encouraging consumers to treat skincare as the ultimate act of seasonal self-care.

Across CRM, DTC, and social, we created a warm, indulgent visual world inspired by satin textures, glowing product moments, and calming rituals. The result was a holiday experience that positioned Neutrogena as both a thoughtful gift and a well-deserved moment of self-care.

Results: 56% YoY revenue growth, 5× site conversion lift, and $1MM in DTC sales during the campaign window.

My Role: Creative Director

Associate Creative Director: Jill McLain
Senior Art Director: Erica Cleveland
Copywriter: Alex Rosser
Group Creative Director: Steve Gammel
Content Creator: Joel Strayer
CRM Specialist: Nicole Vance