Purpose-Led Production: The No7 "She-cession" Campaign

The Challenge: To introduce the UK’s leading skincare brand to the US market during the 2020 "she-cession"—a period of unprecedented economic displacement for women—I navigated the entry by moving away from traditional beauty tropes. The focus was on building a production ecosystem of authentic creators whose work is defined by advocacy and realism.

The Strategy: I curated a team of specialists for their commitment to this cause: I secured director Juliana Curi for her roots in documentary-driven narrative and commissioned muralist Sydney G. James to anchor the campaign’s visual identity in tangible, local craft. This commitment to structural integrity extended behind the lens, as I oversaw the assembly of a 90% women-identifying team across the crew, agency, and post-production. By prioritizing this level of creative and operational alignment, the brand became a participant in a vital social conversation.