True Botanicals partnered with Erewhon on a campaign that needed to connect skincare benefits to a consumer product in a way that felt visually fresh. I built the creative direction after reviewing audience demographics and brand guidelines, drawing inspiration from the rippling texture of skin in motion. I developed treatments and shot lists that combined the form of bodies, lookalike skincare products, and macro imagery of the smoothie, setting the foundation for production and ensuring the campaign carried a cohesive visual through teaser assets and launch.