I led the creative vision to modernize proactiv’s iconic brand, creating the "Get proactiv" campaign, focusing on increasing conversion rates while maintaining its trusted legacy. Our team spearheaded this omni-channel campaign by combining traditional direct response techniques with a fresh, stylized aesthetic. This approach successfully refreshed the brand’s image, allowing it to connect with both long-time users and a new, younger audience.

I played a hands-on role throughout the process, including creative directing on set and art directing the lifestyle photography during a two-day shoot that produced a wealth of versatile assets. These visuals fueled multiple campaign spots and provided a versatile library of content to run across digital, social, and broadcast channels.

The "Get proactiv" campaign delivered impactful results during its initial 13-week TV/Streaming cycle including a 2.5% increase in conversion rates and a 4% lift across all channels—reinforcing the power of strategic creative direction and modern storytelling.

Campaign Solutions:

• Creative Development of Omni-Channel Campaign

• Developed visual direction for video, photo, & product animations

• Elevated DR with a branded feel

• 200+ Iterations for TV/Streaming, Digital, & Social applications