This campaign reintroduced Fresh’s classic Black Tea Eye Cream as a digital and social-first initiative, focused on educating consumers about BT Matrix, Fresh’s plant-based alternative to retinol. I co-art directed a suite of assets alongside Anna Aiello for use across digital, social, and paid media. The result was one of our top-performing campaigns of the year, perfectly aligned with Fresh’s pillars of optimism and harnessing nature's power.

 
 
 

Black Tea Eye Cream

by Pellicule Film & Nick Krazsnai

Creative Director Char Alfonzo, Senior Art Director Sam Liang, Design Director Kirsten Bushell, Senior Digital Designer Tilden Bissell, Senior Paid Designer Anna Aiello, Digital Designer Tommy Evich, Freelance Motion Designer Erin Lux

Concept & Art Direction