Art Direction &
Digital Asset Production
The Challenge: Hero Cosmetics wanted to move beyond traditional promotional marketing during Latinx Heritage Month. The goal: create a limited-edition Gift With Purchase campaign that felt like a genuine cultural moment, authentic to the Latinx community and appealing to a design-conscious demographic.
Role: Led art direction and design end to end for a lifestyle-integrated campaign. Partnered with illustrator Natali Koromoto, whose culturally rooted imagery became the heart of the campaign. Directed an in-office shoot, overseeing prop selection, styling, and setup. Translated the work across email, homepage, and SMS for a cohesive campaign experience.
The Impact: The GWP sold out quickly, driving higher cart totals and stronger email open rates than standard campaigns. The collaboration shifted Hero's brand perception from functional skincare to lifestyle-forward, proving that consumers reward brands that invest in art and cultural authenticity.
