As Head of Creative at Lume, I led the creative initative of the brand’s pH-powered deodorant campaign in partnership with the Quirk Agency, sharpening Lume’s differentiation in the growing whole-body deodorant category.

The campaign reframed Lume as more than deodorant, positioning it as a daily skincare essential powered by pH science. Through a visually distinctive skincare playbook, we made the science easier to understand, more ownable, and more relevant to everyday body care.