Aesop
The Foundation of Mindfulness
The Ask
Develop a headline-driven campaign using personified headlines.
The Solution
A campaign for Aesop that inspires people to view their skincare routines as mindfulness rituals.
Strategic Idea
Transform skincare into a mindful ritual, nurturing both skin and spirit.
Key Objective
Empower busy professionals and wellness-oriented individuals to reclaim their peace of mind with purposeful skincare rituals that nurture their skin, ease stress, and cultivate mindfulness in the chaos of everyday life.
How I contributed
Developed the strategic idea to showcase skin care as a term and provide a definition
Assisted with art direction
Created two ads
Ads I created
Ads my team members created
Conclusion
This project highlights how a clear strategic idea can strengthen both copy and art direction. By developing the core concept of framing self-care as a defined term and supporting the art direction, the campaign was built around a cohesive system of language and visuals. The result is a set of ads that show how strategy and design can work together to create a structured, impactful creative execution.