CUROLOGY / CONTENT SERIES
INTRODUCING SKINCARE ENTHUSIASTS TO A CUROLOGY DERM
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 “Skincare Addiction.”
Skincare Addiction is a series featuring a Curology dermatology provider and Curology team member (Amani) reacting to the most outrageous posts on Reddit’s SkincareAddiction, while offering their expert advice.
Role:
Copywriting
Creative Direction
Video Direction
For all the pieces to come together for shoot day, I had to write three scripts based on Skinaddiction topics, get sign off from content stakeholders, as well as our legal and medical teams, and brief in the talent (Zach, our provider, and Amani).
On set, I helped art direct the talent and set, while also working with our editor to direct the videos themselves—ensuring we captured all the content we needed, and then some.
To view the other YouTube series we developed, check out Grail or Fail and Skin ID.
Team
Creative Director: Martin Sanchez
Executive Producer: Dana Ross
Video Editor: Sophia Lipp, Kerstye Kau
Featured Work
Designers: Donnah Perez
Co-Director: Joshua Chang