OVERVIEW

Scalable Content Across 50+ SKUs

Performance-driven creative systems for global retail and digital commerce.

As creative lead across Olay’s portfolio, I directed large-scale model and product productions while overseeing the development of performance-driven eContent systems across more than 50 SKUs.

My role connected brand vision, retail requirements, and conversion strategy—ensuring cohesive, high-quality execution at scale across web, digital media, social, and eCommerce platforms.

Major Brand Photoshoots

OUTPUT PER SHOOT:

100+ Assets

20+ Skus

Multi-Channel Distribution

01

THE CHALLENGE

As a legacy brand within the global beauty portfolio of Olay, creative execution must operate at scale.

With high SKU volume and distribution across major retailers, the challenge was delivering visually cohesive, performance-driven content that worked across PDPs, paid media, social, and brand-owned channels—without sacrificing speed or quality.

THE BRAND REQUIRED:

Scalable production across 20+ products simultaneously
Modular image systems adaptable to multiple retail formats
Claims and visual direction optimized for conversion
Cross-functional alignment across marketing, product, legal, and agency partners

PDP CONTENT

WEBSITE IMAGERY

PAID AND ORGANIC SOCIAL

03

My ROLE

Directed multi-day model shoots delivering 100+ final assets across 20+ products
Led product-only productions supporting retail optimization and ingredient storytelling
Oversaw eContent development across 50+ SKUs
Participated in rapid design sprints with internal teams to define claims and visual frameworks
Acted as creative translator between P&G stakeholders, agency teams, and production partners
Made final creative decisions across photography, post-production, cropping systems, and asset rollout

04

Model Production at Scale

Large-scale model shoots were designed not as single hero moments, but as modular content engines.

Each production delivered a library of adaptable assets—from brand-level hero imagery to tightly cropped retail conversions—ensuring consistency across channels while maximizing production efficiency.

Product-First Visual Framework

Product-only shoots were structured to support ingredient education, benefit clarity, and retail comparison modules.

Visual hierarchy and claims were designed to perform within eCommerce environments—balancing brand equity with conversion efficiency.

05

06

eContent Optimization
& Conversion Thinking

Beyond production, I oversaw the development of structured eContent frameworks designed to scale across 50+ SKUs. Creative decisions were informed by performance insights, retail requirements, and evolving platform standards.