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Aussie
Role
Creative and Art Director
The Campaign
Aussie – 100 Hours Hydration Launch
Brief:
Launch Aussie’s new 100 Hours Hydration range with a social-first campaign that would cut through crowded beauty feeds and connect with a Gen Z audience in a playful, culturally relevant way.
Solution:
As Creative & Art Director, I led the creative concept and visual direction for the campaign. Working closely with the copywriter, I shaped the core idea and translated it into a bold, trend-driven aesthetic designed for Instagram and TikTok. I directed the creative process from initial ideation and storyboarding through post-production, collaborating with editors and the wider team to craft engaging, platform-native content.
The campaign delivered strong results, achieving +38% engagement above benchmark, 8 million views in two weeks, and a 3× increase in UGC mentions.
Credits
Creative Director: Djajant Hanenberg
Copywriter: Etty Flynn
Project Manager: Chloe Mimms
Operations Manager: Caroline Tenbult
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