CALENDULA
KIEHL'S / L’OREAL
2023

I led a bold new art direction for Kiehl’s Calendula, introducing the brand’s first-ever disruptive social aesthetic — lo-fi, raw, and intentionally unpolished — to resonate with Gen Z.

Breaking away from Kiehl’s legacy of perfect lighting and polished setups, the campaign redefined authenticity on social which drove a 32% increase in global market adoption of the new creative direction