sun+moon®

Project Overview

As Head of the Creative Department at a beauty incubator, I’ve led a wide range of projects across brand development, digital marketing, and campaign execution. One of the most rewarding examples of creative collaboration was the pre-launch marketing for sun+moon, a skincare brand I conceptualized.

Brand Concept & Direction

The idea behind sun+moon was to create a playful, approachable skincare brand built around pretty packaging, kitschy product names, and straightforward formulas. Initially conceived as a single hero SKU, the concept expanded into a capsule collection designed to be inclusive and accessible for a broad audience.

Digital Marketing & Ad Campaigns

To bring the brand to life in the digital space, I developed a pre-launch marketing strategy that leaned into youth-driven storytelling and community-building. I hired and directed an influencer marketing duo out of Miami to create a campaign that was both playful and aspirational, capturing the brand’s aesthetic while generating buzz across social media platforms. The collaboration blended my creative direction with their content expertise, resulting in a cohesive and engaging launch campaign.

Outcome

The campaign successfully introduced sun+moon to its target demographic, building brand awareness through visually playful creative, influencer partnerships, and a clear digital-first strategy. This project underscored the power of collaborative marketing and remains a standout example of how thoughtful art direction and influencer-driven storytelling can elevate a brand pre-launch.