When Futurewise needed to launch Lip Slug, they needed more than a product shoot. The brief was simple — make 24-hour hydration look as good as it feels. Working alongside photographer Dennis Leupold, I led the creative direction and production of a large-scale LED backdrop shoot, turning a minimalist concept of a playful 3D sunrise and sunset into something genuinely iconic. Bold, editorial visuals with the kind of depth and light that stops a scroll. I also negotiated all model usage rights with Wilhelmina and Freedom Models, ensuring the creative could live across OOH, social, and paid media without limitation. The campaign launched alongside Lip Slug's nationwide Target rollout.