Full-On
Lip Oil
BUXOM 360° launch
Creative & art direction
Led end-to-end digital art direction for the Full-On Lip Oil launch, defining a bold, product-first visual language to communicate shine, texture, and immediate payoff. Developed a cohesive campaign system across channel touchpoints, balancing premium craft with scalable execution and performance-informed iteration.
A crowded lip oil market. One bold, product-first look.
Launched across every channel
and well received
Campaign
Film
Hero film, cut down for paid, social and site.
Social-
First
Concepted and art directed social-first content for the Full-On Lip Oil launch, planned from the start to live in the feed. Alongside the hero shoot, we captured BTS and on-set footage that fed Reels, carousels and promo content from launch through Plumping Week. The same visual system then carried through to PDP and conversion assets, creating one consistent story from scroll to cart.
Product
Story
Clinical, claim, ingredient, applicator, shades and before & after.
Paid
Media
9:16 cutdowns built to read in under three seconds.
CRM
Launch, shade, claim, MMS, cross-sell, tutorial and banners.
Hero
Key Visual
Website
& Retail
Homepage hero, CLP page, Amazon A+ page.
Creative
Direction
Creative direction focused on expressing the product’s immediate plumping effect and high-shine payoff through bold color, fluid textures, and playful composition. Moodboard below includes third-party reference imagery.
Deliverables
Launched on schedule
across all channels
