Curology at Target – From DTC Startup to Shelf
Taking Curology from digital to retail meant reimagining our identity and product for an entirely new context. As Senior Art Director, I led the art direction and creative strategy—owning photography to ensure visuals, messaging, and storytelling aligned. Together, we balanced dermatologist-backed credibility with Curology’s influencer roots, building a launch presence that felt fresh, credible, and unmistakably Curology.
On video, I directed dermatologist shoots, briefed influencers shot-for-shot per product, and oversaw editing and graphics for a cohesive finish. Working alongside my copy partner, who co-directed talent, crafted scripts, and wrote copy for influencer briefings, we built a system that captured both sides of Curology’s DNA: clinical credibility paired with creator relatability.
To generate buzz, we created hype-driven content across all channels. I oversaw 3D rendered launch videos and directed influencers with detailed shot briefs, while my copy partner crafted scripts and on-screen messaging. Together, we ensured influencer content, motion graphics, and launch videos worked as a unified system—delivering an energetic and cohesive presence that introduced Curology to a new audience with impact.
Online, this work came together across product pages. Clean photography was paired with how-to videos, while precise copy guided shoppers through benefits and usage. The result was a digital experience that was as informative as it was approachable—bridging trust with accessibility.
Curology at Target
After a decade as a teledermatology startup, Curology was planning a late 2022 retail launch at Target. Running parallel with the completion of our new brand identity, the team put together a full-funnel campaign that blended our digital-first foundation with the credibility needed to go head-to-head on shelf with the skincare behemoths, in a $22B category.
Together with a mid-year retargeting creative also developed by our creative brand team, we exceeded retail revenue halfway through the year and closed 2023 as Target’s #1 skincare launch in the US.
After a decade as a teledermatology startup, Curology was planning a late 2022 retail launch at Target. Running parallel with the completion of our new brand identity, the team put together a full-funnel campaign that blended our digital-first foundation with the credibility needed to go head-to-head on shelf with the skincare behemoths, in a $22B category.
Together with a mid-year retargeting creative also developed by our creative brand team, we exceeded retail revenue halfway through the year and closed 2023 as Target’s #1 skincare launch in the US.
Creative Director: Martin Sanchez
Senior Art Director: Nastacia Chubinsky
Creative Partner + Copy Lead + ACD: Nicole Jahns
Production: Dana Ross, Sasha Riddle, Anju Purushot
Photography
Photographer: Shan Benson
Prop / Texture Stylist: Pakayla Rae
Hair / Makeup: Sarina Martinez, Neda Zandi, Carwin Brice
Wardrobe: Allison Freeman
LT: Chris Keller
Assist: Aaron Wagner, Ethan Redfield
Talent: Kazz Chang, Alejandro, Kayla Kinnaman, Aishwarya Janwadkar, Mercy Naomi, Alex Cheap
Video
Director Assistant & Editor: Cyrus Tabar
Editor: Kerstye Kau
Design: Christine Shen, Donnah Perez, Diana Mora
Copy: Rachel Amaroso
Derm Talent: Nahal Niakan, Rose Salo, Chinyelu Ume
Influencer Talent: Niha Chandrasekhar, Wen Neale, Riyah Taylor
Motion GFX Design: Brett Jordan
Senior Art Director: Nastacia Chubinsky
Creative Partner + Copy Lead + ACD: Nicole Jahns
Production: Dana Ross, Sasha Riddle, Anju Purushot
Photography
Photographer: Shan Benson
Prop / Texture Stylist: Pakayla Rae
Hair / Makeup: Sarina Martinez, Neda Zandi, Carwin Brice
Wardrobe: Allison Freeman
LT: Chris Keller
Assist: Aaron Wagner, Ethan Redfield
Talent: Kazz Chang, Alejandro, Kayla Kinnaman, Aishwarya Janwadkar, Mercy Naomi, Alex Cheap
Video
Director Assistant & Editor: Cyrus Tabar
Editor: Kerstye Kau
Design: Christine Shen, Donnah Perez, Diana Mora
Copy: Rachel Amaroso
Derm Talent: Nahal Niakan, Rose Salo, Chinyelu Ume
Influencer Talent: Niha Chandrasekhar, Wen Neale, Riyah Taylor
Motion GFX Design: Brett Jordan