Roles & Responsibilities

Concept Creation, Art Direction, On-Site Direction, Styling, Set Design + Sourcing

Objective

Create a campaign that celebrated Cymbiotika's nationwide launch into Target while visually connecting the two brands in a way that felt bold, recognizable, and true to Cymbiotika's identity. The creative direction focused on transforming the everyday shopping experience into a visual story, using familiar Target-inspired elements to highlight accessibility, wellness, and the idea that investing in your health can be part of everyday life.

Creative Approach

For Cymbiotika's nationwide launch in Target, I led the creative direction from concept to execution. I developed the mood boards, shaped the visual direction, and directed the shoot on set alongside the photographer. The goal was to create imagery that immediately communicated the partnership between Cymbiotika and Target. To bring that idea to life, I incorporated a real Target shopping cart into the set, designed a custom Cymbiotika logo decal for the cart that I made, and chose a red backdrop inspired by Target's signature branding. Vitamins are falling out of the cart to signal the popularity and effectiveness of the product to consumers. These elements helped create a clear visual connection between the two brands while keeping the campaign playful and recognizable. I chose a dainty doll-like outfit to mimic a Barbie figure. The bold heel holding the product up displays the essence behind luxury quality vitamins that make you feel strong and beautiful.

I also led the styling, selected and designed the wardrobe, directed talent posing, and built the set by arranging the products and props. Every detail was considered to create a world that felt elevated yet approachable. The campaign was designed to encourage consumers to see wellness as a beauty investment in themselves while celebrating Cymbiotika's expansion into a national retail space.

Outcome

Developed creative assets supporting Cymbiotika's nationwide launch into Target stores. Created campaign imagery that visually communicated the partnership between the two brands.