MY ROLE – CREATIVE DIRECTOR:
ideation // project management // pre-production // photo shoot management & direction // post-production management // design
Get General Market & Hispanic Gen-X women who currently use liquid cleansers to buy POND’S Towelettes
Our customer sees no reason she has no reason to pay extra $ for Pond’s Towelettes as she doesn’t see how they differ from her generic brand or are superior to plain soap and water.
Summer adventure is fabulous, but travel can result in dirt, oil and melting make-up – leading to habitual over-washing. The problem is that washing skin more than twice a day with soap and water may strips it of essential moisture and result in dehydration.
Present Jordana Brewster, Pond’s US Face, as the ultimate traveler and encourage women to #SkipTheSink with PONDS Wet Cleansing Towelettes, wherever they choose to spend the summer.
Per-campaign results showed over 50MM impressions across Facebook and Twitter, over 89MM earned media impressions, and an average of 360% increase in CTR to website
AGENCY: Weber Shandwick
PHOTOGRAPHER: Yossi Michaeli
VIDEOGRAPHER: Brian Miller
COPYWRITERS: Marley Lynch and Sarah Halle
ART ASSISTANT: Hannah Choi
PRODUCER: Stefanie Javorsky
PRODUCER ASSISTANT: Lizzie Brooks