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Beauty content & creative production

The Brief

A summer-ready creative concept developed for MoxieLash™ Instant Lash Clusters®, bringing the product’s water-resistant, sweat-proof performance to life through beauty-led content and digital design. Built around the “Hot Weather Approved” concept, the project translates one visual direction across video, organic social, paid media, and email, balancing elevated beauty imagery with performance-driven messaging.

CREATIVE DIRECTION · CAMPAIGN CONCEPTING · CONTENT STRATEGY · ART DIRECTION · VIDEO PRODUCTION ON-CAMERA TALENT · VIDEO EDITING · GRAPHIC DESIGN · COPYWRITING

VISUAL DIRECTION

Warm, tactile, and sun-drenched.

The visual world pairs wet skin, water reflections, hard summer light, and elevated neutrals to make Moxie’s water-resistant sweat-proof performance feel distinctly beauty-led.

VIDEO CREATIVE & TESTING

Concepted, scripted, shot, performed, and edited as campaign ad creative, with alternate hooks and voiceover variations developed to test different audience entry points while maintaining a consistent product message and conversion-focused CTA.

SOCIAL & DIGITAL CREATIVE

Concepted and designed organic and paid social creative across multiple formats, translating the campaign into product-led, benefit-driven, and lifestyle executions while maintaining a cohesive visual identity.

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