When Olay’s sales of its Retinol24 and Niacinamide jars were lagging, our client tasked us to come up with a TikTok first awareness campaign that proved these products could really transform skin. So we engaged influncer Tefi Pessoa, the self titled “Aunt of TikTok”, in a woman on the street campaign that challenges people to swap their moisturizers for ours for seven days.

This campaign crushed all benchmarks across TikTok and IG Reels. We used footage from the 2 day shoot and self-records to power a 12 week campaign, dynamically editing every two weeks to build upon what was working and explore new formats for our next iteration of the campaign.

As the creative lead on this project, I wrote scripts and provided creative direction to a team of creatives. I also directed the shoot (with the help of an extremely talented DP and her production company), and led the execution of the entire 12 week paid campaign.