Go Big Until You Go Home
4AM Skin
Multi-Channel Awareness Campaign Influencer Collaboration
PR Boxes
Product Placement
SMS Campaign
Experiential Activation
Personal Contributions:
Art Direction
Creative Strategy
Concept Development
PR Package Design
PR Product Production
Experiential Concept & Design
Campaign Product Design
Problem
As the “clean girl” aesthetic dominated beauty culture, self-care became increasingly synonymous with picture-perfect routines, early nights, and carefully curated lifestyles.
For a skincare brand built around the belief that good skin and bad habits can coexist, there was an opportunity to challenge that narrative and connect with an audience that wasn't interested in sacrificing a good time for a good complexion.
Insight
New York Fashion Week [NYFW] is as much about what happens after the shows as it is about the runway. Between late-night parties, early call times, and packed schedules, sleep is often in short supply, but looking the part is still expected.
For 4AM Skin, this presented the perfect cultural moment to embrace its audience's lifestyle rather than ask them to change it.
Concept
A multi-channel awareness campaign concept that brings 4AM Skin's unapologetic personality into the heart of New York Fashion Week.
Built around the idea that great skin and late nights aren't mutually exclusive, the campaign meets its audience where the action happens- from influencer gifting and unexpected hotel-room surprises to SMS engagement and a branded after-hours takeover.
Each touchpoint celebrates the brand's low-maintenance approach to skincare and the high-energy lifestyles of the people using it.
Concept developed as part of a 24 hour creative brief challenge.
A good skincare routine shouldn't get in the way of a good time.
Influencer
Marketing
"The Little Black Box"
The influencer gifting concept pairs the brand's Rise and Rest Serum and under-eye patches with practical after-hours essentials, including a custom cosmetic bag, portable charger, and recovery supplies.
Equal parts skincare and survival kit, the package is designed to fit naturally into influencers' NYFW routines, sparking organic storytelling through unboxings, packing content, and everyday use.
Designed to get 4AM Skin into the hands and minds of fashion week's night owls, The Little Black Box is a curated survival kit for the days and nights ahead.
Product Placement
"A Little Room Service"
The Little Black Box takes the campaign beyond influencer gifting and into the hotel rooms of fashion-week attendees.
Through a proposed partnership with Moxy East Village, guests arriving ahead of NYFW would discover a curated 4AM survival kit waiting in their rooms.
The placement introduces the brand at a relevant moment, positioning 4AM Skin as an unexpected companion for the long days and even longer nights ahead.
SMS Sign Up Promotion
We'll be promoting our new channel of communication on our social media with in feed and story posts before fashion week and throughout the duration of the campaign
A dedicated SMS experience keeps 4AM Skin connected to its audience throughout fashion week, using the brand's familiar, conversational personality to make each interaction feel personal.
From exclusive giveaways and playful challenges to reminders about the after-hours event, the channel creates an ongoing dialogue beyond the initial brand encounter.
Designed to encourage participation during NYFW, the SMS concept also introduces a direct communication channel with potential to extend beyond the campaign.
SMS Engagement
"You Up?"
Experiential Activation
Because what better way to celebrate a skincare brand that embraces late nights than with a party that lasts until 4AM?
After Hours Happy Hour is a proposed 4AM Skin takeover of 169 Bar in New York's Lower East Side, bringing the brand's personality into an after-hours experience.
Custom photo booths, branded barware, environmental graphics, and limited Little Black Box giveaways transform the space into an extension of the campaign.
Part celebration, part brand experience, the activation brings together nightlife, beauty, and community — creating a memorable way to encounter 4AM Skin outside the bathroom cabinet.
"After Hours Happy Hour"
We can expect loads of organic digital buzz and strong loyalty/ sense of community after the party.
Challenge:
As the “clean girl” aesthetic dominated beauty culture, self-care became increasingly synonymous with picture-perfect routines, early nights, and carefully curated lifestyles.
For a skincare brand built around the belief that good skin and bad habits can coexist, there was an opportunity to challenge that narrative and connect with an audience that wasn't interested in sacrificing a good time for a good complexion.
Insight:
New York Fashion Week is as much about what happens after the shows as it is about the runway. Between late-night parties, early call times, and packed schedules, sleep is often in short supply but looking the part is still expected.
For 4AM Skin, this presented the perfect cultural moment to embrace its audience's lifestyle rather than ask them to change it.
Concept:
A multi-channel awareness campaign concept that brings 4AM Skin's unapologetic personality into the heart of New York Fashion Week.
Built around the idea that great skin and late nights aren't mutually exclusive, the campaign meets its audience where the action happens- from influencer gifting and unexpected hotel-room surprises to SMS engagement and a branded after-hours takeover.
Each touchpoint celebrates the brand's low-maintenance approach to skincare and the high-energy lifestyles of the people using it.
Programs I Used:
Adobe Photoshop
Adobe Illustrator
Adobe Dimension
Adobe Premiere
Go Big Until You Go Home
4AM Skin
Introduction text sent to subscribers after sign-up
Example of our giveaways/ challenges sent to subscribers
Notification/ reminder of the 4AM pop-up event on the day of
With this campaign we are growing our community, so how we communicate should feel personal. We are introducing a SMS campaign within ‘Go Big Until You Go Home’ to keep our audience active with 4AM throughout NYFW. We’re sharing giveaways, challenges, and updates to our pop up event that we are hosting in the city.
This also introducing growth in a new channel of communication for the brand after this campaign has wrapped.
SMS Interactions
SMS Sign Up Promotion
We'll be promoting our new channel of communication on our social media with in feed and story posts before fashion week and throughout the duration of the campaign
