Secret
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.
Client: | Procter & Gamble |
Agency: | Berlin Cameron |
Role: | Creative Direction, Art Direction |
Social Video/Animation
Vogue and Allure Print Ads
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.