Proactiv Skincare

At Proactiv, I worked as the sole Art Director across the brand to re-think and modernize content for a younger audience.

Celebrity influencers and over-produced, clinical photography doesn't work as well as it used to, especially with Gen Z. Starting with organic social, I art directed and designed a new Instagram feed that felt bespoke to the platform and showed a new side of the brand that doesn't take itself too seriously.

In addition, I concepted, shot and edited videos for Proactiv's launch of their TikTok page. In doing so, the brand has been able to reach a new audience and cater content like they never had before.

Below, find examples of my work on Proactiv's Instagram feed

and a selection of TikTok's I created.