I directed Cult Beauty's skincare campaign, leading marketing and creative talent across all departments from concept through to launch. This campaign was our first trialled completely in-house, with photographer Jess Gates bringing models into our in-office photo studio and producing a stunning campaign. Styling, art direction and make up were all handled by internal team members. The campaign went live across all digital channels in Q1 2024, featuring educational and inspirational editorial content created to give customers a deeper look into skincare - ingredients, formulations, conditions and skin types, influencers creating content on their skincare rituals, and product curations shared on social media.