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.