BEAUTY BAY aimed to leverage consumer confidence following prolonged covid restrictions by producing its first party campaign since 2019. I was asked to plan and direct the visual approach for a social-first digital campaign that resonated with users of TikTok. We developed a visually extravagant, theatrical aesthetic that modernised art deco motifs and borrowed short form editing techniques to resonate with the intended audience. The campaign was a success and met all key sale and acquisition targets.
