{THE AND}: Is a sub brand of THE SKIN DEEP that explores the intimate space in a relationship. My contribution to {THE AND} includes, Editing, Directing, Cinematography and the evolution of its Brand Identity through Design.
Brand Identity: {THE AND} Products and sub brand were established before I joined in 2018. As my role evolved, I was tasked to elevate the brand to capture its essence which evokes the various emotions that relationships embody. I had a set of two designers under me, who helped me execute the elevation.
Organic Channels: Instagram & Facebook Formats
Youtube Thumbnails
Email Marketing:
Ecommerce Site: Imagery and Landing Pages
Merchandise: Sharing Humanity
Paid Channels: Successful Ad Campaigns
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DescWe launched a campaign in 2021 during a time when our sales were reflecting a lot of purchases of our Healing Edition, we recognized a need for it and put out a campaign that suggested {THE AND} as one way to heal.
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This campaign was a reflection of everyday statistics that could be seen as pieces of humanity.
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We had a unique opportunity to create a campaign that would be equivalent to Prime day to Amazon, ours was called Share Humanity Day. It was meant to reflect our values in a way that would encourage people to be part of our community. This also included creating a look and feel for all our editorial and paid channels.
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In 2020 we saw a need for people to have difficult conversations around Racism, this sparked an organic campaign that encouraged folks to buy the {THE AND} On-Racism Edition and have the difficult conversations that they were searching for the answers to
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During the much awaited 2020 American Elections, there was a need for conversations to occur regardless of the result of the Election. We launched yet another organic campaign that encouraged folks to look to heal through conversation
Production Work:
Maggie & Christopher: 2.3M Views, 61K Likes (Editor)
Jasmine & Valerie: 19.5K Views, 954 Likes (Director)
Vanda & David: 50K Views, 3.4K Likes (Editor)
Kirin & Javed: 900K Views, 16K Likes (Editor + Camera)