Launching a luxury skincare product on a conservative budget.
After the launch of Total RF Serum at Rodan + Fields—a luxury anti-aging, all-in-one face serum—the next product to launch within that line of skincare was their Instant Targeted Firming Gel. I was the creative lead on both the Total RF Serum campaign and the Instant Targeted Firming Gel campaign that followed. Unlike the Total RF Serum campaign where I was given an incredibly generous budget that allowed me to work with top photographers and directors in the beauty industry, develop stunning CGI, cast top talent, etc., the Targeted Firming Gel campaign had about 10% of the budget. However, I was still expected to develop and produce a campaign that reflected the luxury price point of the product, engaged consumers and educated them on the technology behind the product through beautiful and scientifically accurate visuals, and deliver (multiple) thousands of assets using the content produced.
When I say the creative budget for this campaign was conservative, I mean I had just enough to purchase a seamless, red algae, raw silk and a pack of latex gloves. Surfaces and other props were sourced and repurposed from around the studio or from my home. With, of course, no budget for a dedicated shoot for this campaign, I fit these shots into our regularly occurring social media shoots we had with photographer, Ashley Batz. I am incredibly grateful for Ashley and her patience, positivity, and expertise — these images were complex and sophisticated in terms of technical demands and lighting finesse. The final output, as shown below, do not reveal the very limited budget and resources we were faced with.
