Objectives:

• Reimagine the Twilight universe through a beauty colour lens while maintaining ColourPop's fun, accessible brand identity
• Create a campaign that sparked nostalgia, conversation, andhigh shares among millenials and Gen Z
• Build cohesive visual campaign that fused character-driven aesthetics with beauty storytelling
• Drive signaficant organic reach and video views optimized for social platforms
• Establish the collab as. culturally relevevant and movie-accurate campaign that elevates brand affinity, conversions and visibilty

Scope of Work:

1. Developed the overarching creative vision, tone, and visual language grounded in the IP's world
2. Conceptualized studio content for social platforms, utilizing practical effects in-camera for Easter eggs, character nods, and visual elevation
3. Led content production from ideation through shoot direction and final asset delivery
4. Partnered cross-functionally with internal brand teams and external IP teams to ensure cohesive multi-channel rollout
5. Engineered the social launch strategy, posting roadmap, and real-time optimization plan
6. Oversaw all organic channel output, resulting in a campaign that generated 10M Video Views, 5M Engagements, 5.78% Avg Engagement Rate, and 34M Impressions