Role: Creative Director

Agency: Momentum Worldwide

The Problem:
Clinique needed to capture the attention of Zillennials—a generation of "skintellectuals" who pride themselves on complex routines and knowing the latest trends. However, the brand was struggling to break through the noise of the industry's most overused buzzword: "Glow."

The Concept:
Instead of treating "Glow" as a surface-level marketing term, we leaned into the audience's enthusiasm for skincare science. Leading an incredible all-female creative team, I developed the Science of Glow, an experiential strategy that dissected the concept of radiance on a cellular level.

We demystified “glow” by actually demonstrating how plump, moisturized cells physically reflect light through interactive, science-driven installations. We created a global experiential toolkit featuring activation plans for three tiers of global launch events and press packages. We visualized the biology of skincare, validating Clinique’s clinical heritage and scientific credibility. Throughout the experience, guests could measure their skin's luminosity using a glow-meter, proving product efficacy in real-time. Video and images are from UK launch event produced by Heaps & Stacks.

Team:
Art Direction | Caroline Ward, 3D | Madison Schumacher