Secret and USWST
Secret — Procter & Gamble
Roles: Art Direction, Design & Animation
In my role as an Art Director at Berlin Cameron, I collaborated with a team of creatives and animators to craft and implement visually engaging campaigns for our client, Secret, to successfully launch their new deodorant products.
Secret Equal Pay
As Secret was evolving with a new tagline, "All Strength, No Sweat," it strengthened its position as a champion for women, promoting the discovery and expression of their strength. The brand made a significant societal impact through the Equal Pay initiative, donating $529,000 to close the gender pay gap - $23,000 for each player of the victorious U.S. Women's World Cup team. Within this transformative initiative, I worked with a team of strategists and copywriters in creating various assets for Secret's Equal Pay initiative on the agency side. I developed impactful assets that were prominently displayed in The New York Times and on Secret's social channels, thereby expanding the reach and impact of the campaign.
