Minis Campaign
“Who’s excited for their favorite Rodan + Fields regimens — now in mini size?” 🙋♀️
Our goal was to launch mini regimens to existing Rodan + Field clients, just in time for summer travel. We wanted to promote the new elevated packaging and regimen formulas while differentiating the size from our full-sized packaging. But, what happens when you needs to launch TSA travel-sized products during peak COVID?
Our creative solution was to highlight the limited-availability of R+F’s mini-sized regimens. My concept was a nod to relaxing summertime stay-cations: alluding summer days spent under the oak trees at the park or next to palm trees at the pool with your favorite skincare regimen in tow.
I developed product summery product stills and gifs with hand models for digital, site, and social media.
It was so fun leveraging these images and gifs, and seeing them come to life on our homepage and product description pages. We pushed to support an animated gif of the products for the homepage hero, creating a unique, fun experience for shoppers along the client journey.
Worked closely with retouchers, designers. and web team.
I partnered with an outside social media agency to help us create an engaging content + strategy, providing feedback and direction throughout the process.
click to play videos below
Regimen Minis
Rodan + Fields
Product Launch +
Promotional Campaign
June 2021
USA, Canada, Australia
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As Art Director, I led my team in developing a 360 promotional campaign for R+F’s new minis regimens. I collaborated with my creative director, copywriters, and cross-functional teams to develop visual and eCommerce strategy.
I created mock-ups, shot lists, and style guides for a seamless collaboration with the photographer and stylist on set. I oversaw photo-retouching and digital asset production.My CD and I worked closely with our internal social media team and an outside social media agency to create engaging content. For eCommerce, I collaborated with the UX and eCommerce team to test our images and content, making sure we anticipated all our visual needs.
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Everyone loves minis, that part was easy. Developing a travel campaign in the midst of a global pandemic, was not so easy.
Our business goal was to launch four new mini-sized regimens as an exclusive add-on to full-size regimens. With mini regimens, it’s tempting to toss them in a carry-on suitcase and fly around the world, but for Summer 2021 we needed to stay grounded.
As we created our mood-boards and did our research we asked ourselves: What other worlds would be fun for these mini regimens to “live” in?
Excited by the idea of self-care and staycations, we created playful, colorful worlds with shadows alluding to summer vibes and relaxation.