OVERVIEW
These Drops Dew the Most launched e.l.f. SKIN’s Thirst Burst through a bold, multi-channel creative system that balanced core product and model photography with hyper-real CGI elements. The campaign introduced a “dewasis” world—a stylized visual layer used to amplify product benefits—while maintaining the clarity and credibility of traditional beauty imagery across retail and brand channels.

THE IDEA
The concept centered on visualizing glow in an elevated, disruptive way without abandoning the fundamentals of beauty storytelling. Product and model photography established trust and usability, while CGI was selectively applied across assets to dramatize storytelling. This hybrid approach allowed consumers to both recognize the product and see what it does in an a fresh way.

MY ROLE
I led a team through the full creative process—from concept to execution—across visual merchandising, e-commerce, video, social, and paid media channels worldwide.

RESULTS:
• 2.5 units sold every 60 seconds
• #1 SKU across e.l.f. SKIN
• #1 skincare SKU in the beauty category on Amazon
• #1 SKU across all e.l.f. Beauty products on TikTok Shop
• #1 SKU in e.l.f. SKIN at Ulta, growing +80% WoW