AUTO TONE
KIEHL’S / L’OREAL
2024
I led 360° art direction for the launch of Auto Tone, shaping a fresh “bodega-on-the-go” concept that reimagined SPF through an urban, everyday lens. From teaser to launch and sustain, I crafted cohesive storytelling across every touchpoint — blending strategy, style, and science into one seamless narrative.
The campaign centered on correcting discoloration with SPF 30 while staying relatable, bold, and social-first — connecting with a dynamic paid and social content.
🏆 Recognition: Anthem Awards – Community Voice Winner
Category: Diversity, Equity, Inclusion & Belonging Awareness
This is where we started…
The challenge was to create a quick, disruptive paid media campaign that captured attention while educating consumers on the science — all without feeling too clinical. We leaned into a NYC grunge-inspired aesthetic that honored Kiehl’s heritage, making the visuals feel both cool and cohesive within the brand’s modern storytelling.
