Jess Cassettari

Sephora
May Moisturizers
Digital Campaign

Role: Associate Creative Director — Creative Lead

This digital-first campaign was designed to help clients navigate the often confusing world of moisturizers by focusing on how their skin feels — dry, oily, or sensitive — and guiding them toward the right summer solution for their skin.

Working within significant resourcing constraints, I led the team in developing a creative and efficient production approach. We leveraged a mix of thoughtfully curated stock footage and lo-fi, tactile “oddly satisfying” texture content — captured in-house on iPhone with limited resources — to create thumb-stopping visuals that brought the "Skin’s Feel Appeal" concept to life. The art direction centered on environmental imagery and macro textures, paired with bold typography and subtly satisfying motion, to create an intuitive, approachable system that felt both educational and shoppable across platforms. The campaign spanned paid media, site, and social, delivering a flexible and impactful creative system optimized for digital environments.

Throughout the process, I provided creative leadership — guiding the concept development, overseeing art direction, and managing execution across motion, design, and content creation across digital touchpoints.

Creative Direction
Jess Cassettari

Art Direction & Design
Chrissy Caskey
Daniel Koludrovich
Laura Guererro

Editorial
Kelley Hoffman
Megan Fityan

Product Motion
Director/CP/Stylist
Chrissy Caskey

Content Production
Lemai Le