My Life’s a Fake-cation

Though we can’t be on vacation all the time, we can still look like it. Hoola is Benefit’s award-winning bronzing powder that gives Benebabes a healthy, natural-looking tan year-round. In 2016, the brand introduced two new product extensions, Dew the Hoola and Hoola Zero Tanlines. I led creative concepting and art direction for the launch campaign, partnering with copywriter Amber Shadewald to develop a 60-second spot that highlighted the entire Hoola collection through a Fakecation in paradise. We worked with photographer Elle Muliarchyk who shot a series of stills to create this stop-motion video.

creative concepting + art direction