The challenge:

The Global Content Lab at Johnson & Johnson was launching a 360-degree Neutrogena campaign and needed social-first content and an original story for the launch of Bright Boost™, the brand’s first-ever product line made for millennials by millennials.
My role:

Collaborating with the Neutrogena brand team, I led the art direction for the editorial story on jnj.com and social media ads. I also provided guidance for the video production team so the final product followed the Johnson & Johnson style guide.



The solution:

For the story on jnj.com, I leveraged the signature bright pink of the Bright Boost™ line.

With our graphic designer, I created social media assets to further support the product launch, putting our millennial scientists front and centre.
Acting as a design consultant for the video portion of this project, I made recommendations on designed frames—from the typography and layout of the lower thirds to the intro—ensuring they adhered to the Johnson & Johnson brand guidelines.

Layout mockups

Final video

The impact: 

The campaign, activated across Facebook, LinkedIn, and Twitter, generated more than 800k video views and drove more than 73% of the traffic back to jnj.com. And the LinkedIn carousel adverts we created led to the engagement rate on the platform to be 100% above benchmark.

Our team also won the James E. Burke Marketing Award in the North America category, honouring the most “courageous, creative and innovative marketing programs” developed over the past year in Consumer, Pharmaceutical and Medical Device Sectors.

It was an incredible opportunity to not only have a hand in the creative of a global marketing campaign for a product launch, but also assist our video production lead at the North America shoot, setting up gear, adjusting lighting, and even interviewing the scientist behind the camera!