ROLE
Creative Strategy · Directing · Cinematography · Editing · Social Content Direction
Creative Strategy · Directing · Cinematography · Editing · Social Content Direction
CAMPAIGN OBJECTIVE
Build awareness of Bare Gel-X® among professional nail technicians and consumers, positioning it as an ultra-thin, natural-looking alternative to traditional Gel-X®. Educate nail technicians on its applications for natural-looking enhancements, fills, and nail repairs, while helping consumers recognize it as an option to request at their next appointment.
Build awareness of Bare Gel-X® among professional nail technicians and consumers, positioning it as an ultra-thin, natural-looking alternative to traditional Gel-X®. Educate nail technicians on its applications for natural-looking enhancements, fills, and nail repairs, while helping consumers recognize it as an option to request at their next appointment.
CREATIVE APPROACH
I collaborated with the Creative and Art Directors to develop an integrated content strategy spanning organic social, paid advertising, and broader brand marketing.
I collaborated with the Creative and Art Directors to develop an integrated content strategy spanning organic social, paid advertising, and broader brand marketing.
I developed a full-funnel content plan, using teasers to build anticipation and a hero launch film to drive awareness across social, trade shows, the website, and email campaigns. Educational and UGC-style content helped nail technicians and consumers evaluate the product, while paid advertisements focused on product education and driving conversions.
I directed, shot, and edited the launch film, then provided creative direction to the social team through the development and execution of supporting content.
FEATURED CONTENT & PERFORMANCE
Top Educational Reel: 1.3M+ Instagram Views · 12.8K+ Likes
Product Breakdown Reel: 171K+ Instagram Views · 7K+ Likes · 1.3K+ Shares
Top Educational Reel: 1.3M+ Instagram Views · 12.8K+ Likes
Product Breakdown Reel: 171K+ Instagram Views · 7K+ Likes · 1.3K+ Shares
The product breakdown generated 37× more shares than a typical Aprés Reel, demonstrating the effectiveness of educational content. Its performance led to the video being repurposed for conversion-focused paid advertising.
DELIVERABLES
Hero Launch Film · 2 Teasers · 15 Social-First Concepts · 3 Paid Ads
Hero Launch Film · 2 Teasers · 15 Social-First Concepts · 3 Paid Ads
Bare Gel-X® Launch Film
Bare Gel-X® Mobile Banner
