Role: Creative Strategy, Social Strategy, Creator Strategy

This was Buxom’s second campaign on TikTok, the first of which I also partnered with them. Given the transformative qualities of the product, we wanted to position it as a tool for scaled artistry. Showing the full spectrum of lip looks that could be achieved from accessible looks for everyday to higher-concept editorial looks.

With this emphasis on product versatility, it was crucial to ensure a discernible diversity in our creator casting, regarding lip shapes, complexions, vibes, and respective sub-communities on TikTok.