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 cohesive visuals through teaser assets and launch.