Creative direction for the launch of a universal-shade, peptide-infused primer.
ClientEvery Beauty
RoleCreative Director & Social Media Manager, CreatoRev
Year2024
LocationLos Angeles
The brief
Every Beauty was an in-house brand we built at CreatoRev with a Los Angeles beauty manufacturer, from formulation through to market. The launch product was a primer designed to work on every skin tone, and the imagery had to prove that claim rather than state it. I led creative and social for the launch.
What I did
I directed the shoot end to end: sourcing, hiring, and managing the photography and lighting teams, scouting and securing studios that matched the brand's minimal but vibrant look, casting models who actually represented the mission, and running the shoot day itself. Alongside the studio work I worked with more than 50 creators to produce social and ambassador content, and I oversaw all post-production, including photo editing and social-first video for Instagram and TikTok, plus behind-the-scenes content that gave the launch a pulse.
Why it worked
When the promise is "for everyone," the casting is the argument. The campaign looked like the brand meant it, the creator library gave the launch reach on day one, and the product moved.
The result
Several thousand units sold in the first quarter through TikTok Shop, with launch content ready for the feed on day one.
