Superdrug’s 60th birthday campaign
Content director and editor for Superdrug’s fully integrated 60th birthday campaign. A celebration of seven decades of beauty, the campaign tapped into nostalgia while spotlighting the individuality and defining trends of each era. Spanning print, digital, social and POS, the project rolled out across every Superdrug store in the UK and Ireland. 7 decades, represented but 7 influencers, sponsored by 7 makeup brands. Plus our own unique catchy birthday song!
Ateh Jewel x Superdrug
Content director and editor for Superdrug’s campaign with haircare ambassador Ateh Jewel and her twin daughters, Ola and Adanna. Across print, digital, social and POS, the campaign celebrated hair, identity and confidence, anchored by a viral YouTube film featuring candid conversations about their personal hair journeys. Ateh’s handpicked in-store haircare edit brought the campaign to shelf, inspiring customers to shop her favourite products.
Superdrug Halloween
Content director, Producer and talent casting lead for Superdrug’s ‘Own The Night’ Halloween campaign. Designed to inspire customers with elevated, trend-led Halloween looks, featuring beauty influencers including Glow Up favourites Dolli and Keziah, alongside a Superdrug customer cast as Harley Quinn. Each look was created in partnership with a leading beauty brand including NYX Professional Makeup, Rimmel London, Revolution, Barry M and Revlon, showcasing shoppable products. Delivered across digital, social and POS, the campaign rolled out in Superdrug stores nationwide. 5 looks, 5 talent, 5 YouTube GRWM assets, 5 Tik Tok transition assets, 1 campaign teaser video.
Caroline Hirons x Superdrug
Content director and editor for Superdrug’s collaboration with skincare expert Caroline Hirons. Across print, digital, social, email and in-store, the campaign transformed Caroline’s trusted recommendations into compelling, shoppable content, helping customers discover the very best skincare at Superdrug.
B. Skincare relaunch - Tik Tok ASMR campaign
Content director and talent lead for the relaunch of B. Skincare on TikTok. Designed to position the range as everyday problem-solvers, the campaign tapped into the growing popularity of ASMR content to show the products’ tactile appeal and encourage daily use. Leveraging the influence of skincare creators and the "skinfluencer" community, I developed a series of trend-led concepts to capture skincare routines and organisation rituals in satisfying, ASMR-style content. The result blended education, entertainment and product discovery.
Superdrug Heatwave
Content director and talent lead for a fast-turnaround, reactive social campaign created to capitalise on the UK heatwave. Showcasing cooling skincare hacks, the campaign transformed a timely cultural moment into engaging, shop-ready content. Delivered at speed, it drove product discovery and reinforced Superdrug as the go-to destination for heatwave beauty essentials.
Superdrug Black Friday + Christmas
Content director and talent lead for Superdrug’s seasonal social campaigns. Black Friday centred on fast-paced, creator-led content to show exclusive deals and drive urgency around key promotional beauty buys. For Christmas, the creator-driven concepts, included festive shopping challenges and influencers secretly following their partners’ gift-buying missions. Entertaining, timely and shoppable.