©
2019
Challenge
Nature's Bounty Beauty needed to launch a new gel supplement line to a younger demographic and break into a new market segment.
The visuals had to differentiate these products from the main supplement line while positioning them at the intersection of high-end beauty and wellness—a space that required sophistication without losing approachability.
Approach
As Art Director, I led the creative development of paid social content for Pinterest, overseeing the entire visual strategy from concept through post-production. The key was blending luxury beauty aesthetics with wellness credibility.
I directed photography that emphasized vibrant colors, rich textures, and strategic lighting to create visuals that felt both luxurious and playful—capturing the product's premium positioning while maintaining an accessible, youthful energy. Working closely with our photographer and retouching partner, I ensured every image maintained the elevated aesthetic the brand demanded.
Impact
The campaign successfully repositioned Nature's Bounty Beauty as a premium wellness-beauty hybrid, creating clear visual differentiation from the parent brand. The Pinterest assets established a new visual language for the product line—one that resonated with younger consumers while maintaining the credibility of the Nature's Bounty name.
This work laid the foundation for the brand's expansion into the beauty supplement category. Collaborators: Selina Wuthenow, art director/designer. Marissa Dubin, copywriter.Thomas Arato, photographer. Silhouette Studios, retouching.
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