Olay — Regenerist & The Ageless Campaign
As Creative Director, I led the visual and strategic relaunch of Olay to modernize the heritage brand and attract a premium consumer. Our objective was to shed an old-fashioned perception by pairing elevated aesthetic direction with rigorous formula storytelling. To redefine the brand’s visual world, I directed a high-end photography exploratory with three top-tier product photographers alongside a cinematic brand film. This set the stage for the global Ageless campaign—a launch rooted in an R&D genetic insight that successfully repositioned the franchise as a modern, scientific beauty powerhouse.
OLAY DIGITAL VIDEO
DIRECTOR: JOE WRIGHT
COPYWRITER: HEATHER WAGNER
AGENCY: SAATCHI & SAATCHI
OLAY PHOTOGRAPHY EXPLORATORY
TRAVIS RATHBONE, NICHOLAS DUERS, ADAm SAVITCH
Olay AGELESS CAMPAIGN
MY ROLE: ASSOCIATE CREATIVE DIRECTOR
PHOTOGRAPHER: REGAN CAMERON
COPYWRITER: LINDSAY COOMES
