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THE DETAILS.

THE DEVIL IS IN

GLOW RECIPE.

The Problem:

AGING DEMOGRAPHIC.

Their content must be expanded to include the aging demographic now looking for more elevated visuals. The goal is to provide the sense that Glow Recipe, while fun, isn't just cutesy skincare. It can be a timeless staple.

The Concept:

YOUTH. PLUMP. WET. WATER. GLOSS. SKIN.

When brainstorming concepts for Glow Recipe's Watermelon Glow AHA Night Treatment I immediately thought of these words. I knew I wanted to emphasize the hydrating and resurfacing properties of the mask by featuring models SOAKED. The pinnacle of moisture.

But I wanted it to be artistic. I felt the need to elevate the imagery as most of Glow Recipe's imagery focuses on the product but I wanted re-center the goal post of all their consumers: Luscious Skin.

PERSONAL PROJECT

concept. On set direction. Photography and Editing.

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