Campaigns & launches
Product launches and campaigns for Cymbiotika, from packaging and positioning through photography, social, email and web.
Irish Sea Moss
Led creative direction and packaging design for the Irish Sea Moss launch, working with the marketing team to take the campaign from first concept to final assets. Since sea moss comes from the ocean, the photography leaned into the sea and coastline, a natural way to bring its nutrient-rich ingredients to life. Education was the main goal, so every channel, from social to email and web, was built to tell the same cohesive story.
Shilajit Liquid Complex
Led creative direction and packaging design for the Shilajit Liquid Complex launch. Most people aren’t familiar with shilajit, and it’s traditionally a bitter resin you melt into water or tea. The campaign focused on explaining what it is and showing how the new liquid packet, with its cacao flavor, made it far more approachable. The photography put the packet front and center, highlighting the innovative format and how easy it is to take anywhere, with a look designed to appeal to a broader, more male audience.
Liquid Colostrum
Led creative direction and packaging design for the Liquid Colostrum launch. Colostrum is known as “liquid gold” for its nutrient density, but many people don’t know much about it, so the campaign focused on explaining what it is and why it matters. Since sourcing was a big part of the story, the visuals centered on the U.S. farms behind the product, with cows and open fields that let customers see exactly where it comes from. That farm-to-product story carried through social, email and web.
Summer Sweepstakes
Oversaw Cymbiotika’s Summer Sweepstakes campaign from first concept through to completion, leading the team that developed its creative direction. Every subscription or one-time order during the campaign entered customers for a chance to win, with prizes including a 2025 Rivian SUV, a wellness retreat, and a year’s supply of four Cymbiotika products. Working cross-functionally with the marketing, creative, and digital teams, the role sat at the center of the project, keeping everyone aligned and making sure every visual stayed on brand and looked cohesive across social, email, web, and paid ads.
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