January Skintentions
360 Omni-Channel Campaign

Role: Associate Creative Director — Creative Lead

Each January, clients are inundated with new skincare trends, endless product recommendations, and pressure to completely reinvent their routines. The January Skintentions campaign was created to cut through that noise, repositioning skincare as an intentional, sustainable practice rather than another New Year's resolution. By focusing on expert guidance, curated solutions, and proven products, the campaign reinforced Sephora's role as the trusted destination for clients seeking real results over fleeting trends.

The creative system reflected that same philosophy through an intentionally pared-back design language. Clean compositions, bold editorial typography, and generous negative space allowed products to take center stage, while sculptural product stacks, tactile smears, and visible skin textures introduced warmth and authenticity without unnecessary decoration. Across every touchpoint, the campaign balanced educational storytelling with elevated simplicity, helping clients navigate concerns like hydration, texture, sensitivity, and aging with greater confidence and clarity.

As Associate Creative Director and Creative Lead, I led the campaign from concept through execution, defining the creative vision and guiding cross-functional teams, agency partners, and production across retail, digital, CRM, and paid media. From in-store windows and front-of-store environments to site, email, app, social, and motion, I ensured every channel worked together as a cohesive system, translating a single strategic idea into an integrated omni-channel campaign that strengthened Sephora's skincare authority while driving engagement at the start of the year.

Client
Sephora

Creative Direction
Jess Cassettari

Art Direction
Chrissy Caskey
Tanya Behar

Editorial
Kelley Hoffman
Gary Fiorina
Candida Chung

Content Production
Lemai Le

Beauty Photography + Direcetor
Kayla Varley

DP
Jared Bedrejo

Beauty Stills + Motion Styling
Pakayla Rae

Product Stills Photography
Casey Zhang

Product Stills Styling
Shelby Reed