Senior Art Director
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.



Credits

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
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