DOORDASH | Kitchens Without Borders
From an Idea About Popular Dishes to a Nominated Campaign about Human Stories.
A collection of 15 vignettes is about the immigrant experience as seen through the eyes of restaurant entrepreneurs, these stories about realizing one’s dreams are at the heart of DoorDash’s founding.
As Director, I challenged the original concept to look beyond the dish and to embrace the human stories, earning a "Best Video Campaign 2020" Webby Award nomination.
RODAN + FIELDS | Lip Plumping Oil
Established skincare brand does Lipcare.
But how?
Rodan + Fields launched a new skincare category in 2024: Lipcare. Because lipcare is skincare.
As Associate Creative Director I was a key contributor to all aspects of this campaign, playing a pivotal role for strategy and copy development, video production and photoshoots, design, animation, visual effects, and all digital assets.
A Dermatology heritage that's
more than just lip service.
Lipcare means color! Part of the challenge of this campaign was balancing Rodan + Fields' derm heritage with the vibrant visuals of an inherently bold and bright lipcare line.
Visually we were bold, but the science backed results were bolder.
Because the healthier looking your lips, the more plump your pout!
How do you communicate that this is more than just a pretty color?
Early research made it clear that users were unclear about the benefits of R+F's Lip Plumping oil: does it do more than color? So I wrote this line: This is not just a lip gloss, it's color and care all in one swipe.
Managing copy for this entire campaign, it became my mission to debunk that lipcare is just aesthetic.
Your lips are skin too.
This is long-term lipcare, an instant plump, long lasting hydration, with hard powerful skincare ingredients, from actual dermatologists.
Are we clear?
A Social Focus + Edutainment
Product education didn't stop with a launch video and zippy copy. We took to social media to educate R+F customers with EGC (employee generated content). Education, meet entertainment, better known as "edutainment".
Truly a 360 Campaign Product Launch
R+F's Lip Plumping Oil launch pulled out all the stops. Creativity meant utilizing a broad range of technology to get it done. See the results and behind the scenes of how I used product CGI, practical visual effects, editing, and 3D printing to level up our email marketing, social media, and all of our product launch assets.
