NEUTROGENA NATURALS: CREATIVE DIRECTION
I was the ACD/writer on the launch of Neutrogena Naturals (initially a cleanser) and Neutrogena later requested that I be brought in to develop brand platform creative strategy. I participated in an intensive, five-day workshop in Los Angeles that included visiting consumers in their homes with brand managers and other strategic partners. We then crafted a brief, against which we created and executed the line campaign, fulfilling the ultimate objective of securing Neutrogena Naturals’ spot on retailers’ shelves. In addition I was very persistent about procuring the music I found for the TV spot and we eventually did; it scored high in key retention metrics in pre-launch testing.