Sephora Foundation Campaign designed to drive traffic to the foundation category and increase sales across key complexion brands. The objective was to demonstrate visible efficacy and coverage while maintaining an aspirational yet accessible tone.

Role: Concept, Design, and Photo Planning

Challenge: The campaign needed to communicate performance across diverse skin tones and concerns while remaining authentic and approachable. Creative had to translate seamlessly across still and video formats and flex across multiple digital placements.

Execution: Contributed to concept development and shaped a home-inspired visual direction for still photography to emphasize comfort and “dream skin” results. For video, implemented a before-and-after split-screen approach to clearly demonstrate efficacy, casting models with varied skin concerns to reinforce credibility. Developed a modular asset map and supported shoot planning to ensure consistency and cross-channel adaptability.

Impact: The campaign emerged as a leading traffic driver for the foundation category, increasing site visits and engagement year over year while strengthening new client acquisition through a diversified media mix and product-focused creative.

Art Director: Sarah Berends

Creative Director: Leah Kim

Video Director: Shawn Butcher