Senior Art Director
Influencer Campaign
Like many other DTCs, Curology was an early adopter of influencer marketing—both #sponcon and micro-partnerships. But when our influencer team locked Bretman Rock, we were asked to create a larger 360º campaign that would authentically leverage his quirky personal brand to shed light on Curology in a way that resonated with a new audience, channeling a nostalgic “Y2K” aesthetic.
Our campaign married Bretman’s recognizable verbiage with answers to the questions the Internet really wanted to know at the time: what were the secrets behind Bretman Rock’s recent glow up?
While the bulk of the focus was on the 3 videos, our team also developed a landing page, launch eblasts, and limited edition collateral (stickers), while also supporting a social contest where the winner would walk away with a customized ghost board, designed by our team.
Campaign Photography
BTS Photography + Blooper Reel: We may have written the scripts, but Bretman definitely brought the improv—making for incredible energy on set. There were so many good tidbits, we couldn’t help but round them all up into a bloopers reel.
The partnership led to a huge boost in Curology awareness.
110M cumulative follower viewership / 33M impressions / 2M engagements / ~800K social media value / ~200% increase in views on Curology’s TikTok on the week of launch, leading to ~5K new followers / #1 post for Engagement Rate per Reach across all Curology organic social posts for 2021
Creative Director: Martin Sanchez
Senior Copywriter/Creative Partner: Nicole Jahns
Director: Cyrus Tabar
Production: Brit Freece, Dana Ross, Kelsey Largoza
Assistant Director: David Gutel
DP: Tim Jensen
Line Producer: Hans Boysen
GRFX Design: Christine Shen
Editor: Joshua Chang
VFX: Stablished
Stylist: Charlie Brianna
Hair Stylist: Angel
Makeup Artists: Daphne Chantell, Jorge Monroy
Throne Prop Stylist: Amy Taylor
Photo Editor: Jade Meneguel
Influencer Marketing Director: Lexie Barnhorn