PAULA’S CHOICE
BHA FOR ALL
The BHA For All campaign centered on evolving Paula’s Choice’s iconic 2% BHA into a more personalized skincare system while reinforcing the product’s long-standing credibility and cult status. Art direction across photography and video focused on confident, consumer-first storytelling, pairing luminous skin and clean product imagery with a modern visual language grounded in scientific authority. Thoughtful compositions and product-focused storytelling helped communicate adaptability, inclusivity, and clinically proven results across digital, social, and retail touch points.
ROLE Art Direction & Design
PHOTOGRAPHER Jenn Collins
DP Kat Borchart
PHOTOGRAPHY
Photography focused on luminous skin, application moments, and confident, natural beauty to convey efficacy, ease, and modern skincare performance.
DIGITAL
Design system for landing pages, email, paid media, and PDP, building a cohesive digital ecosystem for the BHA collection.
CGI
CGI direction focused on translating the campaign’s bold, authority-driven messaging into dynamic motion storytelling through kinetic product reveals, floating claim badges, and animated formula textures. High-energy movement, glossy liquid interactions, and clean product staging were used to reinforce the legacy of the iconic 2% BHA while introducing the expanded BHA lineup in a modern, visually engaging way.
CTV
CTV creative balancing educational skincare storytelling with elevated beauty imagery, using luminous skin, texture-focused closeups, and confident model visuals to highlight the unique benefits of each BHA strength. Clean typography, simple motion, and circle-based graphic animations and transitions create a cohesive system that guides the viewer through concise, consumer-friendly education grounded in clarity, efficacy, and modern design.