PAULA’S CHOICE SKINCARE  | ICED MEDIA |  ART DIRECTION

As Art Director at Iced Media, I led the visual direction for Paula’s Choice’s first-ever brand campaign—a 360 initiative designed to elevate the skincare brand beyond its product offerings and highlight its founding values. Centered on the concept of “Truth in Beauty,” the campaign told the deeply personal story of founder Paula Begoun and her mission to bring honesty and efficacy to skincare. I crafted a visual language that captured this ethos and helped shape a narrative that emotionally connected with truth-seeking consumers. The campaign’s anchor was The Good Fight video series, featuring celebrity activists Jackie Cruz and Jaime King sharing their stories of adversity and advocacy. Deployed across Instagram, Facebook, and a custom DTC landing page, the campaign delivered over 25 million impressions, 5.5 million video views, and a 70% increase in site clicks—exceeding forecasts while driving donations to the Women’s Prison Association and Baby2Baby.

This campaign was honored at the 3rd Annual Shorty Social Good Awards, winning Best in Fashion, Beauty & Luxury for its impactful storytelling, creative execution, and meaningful social impact.