CUROLOGY / CONTENT SERIES
TAKING ON THE SKINCARE TRENDS
Our team was briefed by the content team to transform our YouTube channel from a video dumping ground into a destination for entertaining and unexpected original content. After leading a few cross-functional brainstorming sessions, I presented concepts, and stakeholders green-lit three series for initial episodic production, including “Grail or Fail.”
Grail or Fail was Curology way into the trending skincare conversation—merging our providers’ expert perspectives on popular skincare techniques and tools with TikTok-native content to create snackable episodes perfect for any platform.
Role:
Copywriting
Creative Direction
Video Direction
I worked closely with a video editor to source TikTok content, as well as an in-house provider to deliver the work on a whirlwind timeline, for the content team to push live and test (Spoiler: Grail or Fail performed the best of the three series!).
To view the other YouTube series we developed, check out Skincare Addiction and Skin ID.
Team
Creative Director: Martin Sanchez
Designers: Donnah Perez
Featured Work
Editors: Sophia Lipp, Kerstye Kau