L’oREAL / THAYERS

TONE IT DOWN

The world is…a lot. 24/7 images, texts, information, noise. Thayers tone It Down campaign is a counter to shouty internet culture, specifically the noisy world of skincare. Because Good skincare shouldn’t have to shout. To launch the campaign in the UK, we created a limited-edition Red Cap inspired by the lid of the THAYERS toner. We teamed up with fashion icon Bimini, who made a bold statement by attending London Fashion Week toned down and makeup-free, followed by streaming a chill DJ set on TikTok Live, offering viewers the chance to win a Red Cap and a THAYERS toner. I developed this pitch-winning campaign and activation idea for Publicis London together with my ride-or-die creative partner Anna Rose Kerr.

Role: Freelance Creative Director at Publicis London