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Case Study

Find Your Feet - NY Scores

Using generative animation to build affordable creative campaign thinking for a non profit

My Role and Responsibilities

ECD & Creative Lead

Brand & Creative Strategy
Creative Direction
Campaign Development
Production Oversight

Date: 2024
Agency: Myself & Henry Monsell as a team Direct to brand. Produced by 'Imagine This' production agency.

Brief

Reposition SkinPen, a leading microneedling brand, from a clinically focused aesthetics device into a consumer-facing lifestyle brand. Build an emotional connection with a broader audience, drive consumer demand, and establish SkinPen as the go-to name in microneedling through its first major direct-to-consumer campaign.

Challenge

The aesthetics industry is dominated by clinical claims, technical treatments and before-and-after transformations. But consumers aren't simply buying a procedure. They're buying into how it makes them feel.

How could we take a highly technical medical aesthetics device and build a desirable, emotionally relevant lifestyle brand without losing its clinical credibility?

Idea

Uncover the True You.

We created a new brand platform built around a simple human truth: beauty isn't about becoming someone different. It's about having the confidence to reveal who you really are.

From this platform, we launched the 'Feel Seen with SkinPen' campaign, shifting the conversation from how you look to how you feel.

Rather than focusing on the treatment itself, we built a lifestyle-led campaign celebrating real moments of confidence, individuality and self-expression. Showing how feeling comfortable in your own skin can empower you to step forward, embrace life's moments and truly feel seen.

Expression

Brand Strategy, Brand Platform, Integrated DTC & B2B Campaign, Hero Film, Digital & Social Films, Photography, Real Patient Testimonials, Influencer Partnerships, Practitioner Content, Digital and Social Brand Experience.

The campaign came to life through a cinematic hero film and a series of relatable lifestyle stories, supported by Behind the Seens, an intimate content series featuring real patients and their personal journeys to confidence.

An integrated ecosystem of photography, social content, provider education and an influencer partnership with Olivia Culpo brought the new brand positioning to life across consumer and professional audiences.

Result

96.3 Million
Media Impressions

5.21%
Click-Through Rate

75% increase
in Brand awareness

34% Increase in sales uplift
For the same period YOY

Year-one DTC media performance.

Feel Seen - Hero :30 TVC

The campaign rolled out in 4 stages

TVC & Digital film campaign

'Behind the Seens' Real stories digital / social campaign

Website Relaunch

Influencer Campaign

'Feel Seen with SkinPen'
Uncover the True You.

At the heart of the campaign was a cinematic, lifestyle-led hero film celebrating the confidence that comes from feeling truly comfortable in your own skin. Through authentic, relatable moments of self-expression, we shifted the focus away from clinical treatments and aesthetic perfection to something more human: the freedom to show up as your true self and feel seen. Most importantly - we focused on the relatable ideas of who you are 'Meant to be' when you remove the barriers of bad skin conditions and uncover the true you.

We created 5 themed stories that were relatable to different demos within the growth audience strategy:
Pickleball, Dressing Down, Bridal, Swimsuit and Skinny Dipping

Campaign photography

'Behind the Seens'

As a digital and social fast-follow to Feel Seen, we created Behind the Seens, a series of authentic, intimate stories featuring real SkinPen patients. Moving beyond the polished world of beauty advertising, we gave real people a platform to share their personal journeys, experiences and the confidence they've found in their own skin. Each film showcasing a 'Meant to be' moment for each person and bringing a human voice to the brand, the series reinforced our belief that true beauty isn't about changing who you are, but feeling confident enough to be seen for who you really are.

Campaign photography

Website & Comms Redesign

We completely reimagined and rebuilt SkinPen’s website, transforming its most important digital touchpoint from a clinical, product-focused experience into an aspirational lifestyle destination. The challenge was to create a digital home that inspired consumers while equally empowering the aestheticians, clinicians and clinics who champion the brand. Blending lifestyle storytelling with clinical credibility, we built a cohesive B2C and B2B experience that brought Uncover the True You to life, giving consumers a brand to believe in and providers a brand they felt proud to represent.

Before

After

Influencer Campaign

To extend the reach and impact of Behind the Seens, we partnered with Olivia Culpo as the face of our influencer campaign, bringing her personal SkinPen journey into the spotlight. Building on the authenticity of our real patient stories, we used Olivia's influence and cultural relevance to connect with a broader beauty and lifestyle audience. Through digital and social storytelling, we amplified the message of confidence and self-expression, creating a powerful connection back to our masterbrand campaign, Feel Seen with SkinPen, and bringing the brand's new positioning to life on a much bigger stage.

Campaign photography