Vaseline engaged us to breath some new life into their Cocoa Radiant line of products. While it was one of their bestsellers, sales were down. Since cocoa butter is a favorite amongst Black women, and a key ingredient, we focused on them. I created the Cocoa Care campaign to showcase how the line was great for everyday use and for those special moments when women want to luxuriate. I worked with their PR team to engage influencers and Viola Davis to bring the campaign to life. I briefed the influencers and directed their creative executions to ensure they were on brand. The campaign ended with a press day in Los Angeles with Viola Davis where she talked about self care.
Vaseline healing project
Vaseline partnered with Direct Relief to create the Vaseline Healing Project. Together they provide free dermatological care to those stricken by poverty or crises all over the world. We were asked to raise awareness around the Vaseline Healing Project and drive users to their site where users can can buy one jar of Vaseline and in turn donate one jar to a person in need. The National Association of Free & Charitable Clinics (NAFC) held a one-day free medical clinic for over 1,500 people with limited or no access to healthcare in Dallas, Texas, where 25% of the state's population is uninsured. The Vaseline Healing Project sent a team of dermatologists to provide free dermatology exams and medication. My team was on the ground with Zun Lee, a well-known photographer, to capture the impact of their philanthropic work. We brought the story to life with an Instagram collage that was posted on Zun Lee’s IG.