Hydrating Face Mists Campaign St. Ives

Face mists were everywhere, and St. Ives wanted in. So we helped them launch 3 moisturizing mists, each offering unique mood-boosting benefits: Zing! for an instant burst of energy, Yaaas for a boost of happy, and Ohm for a feeling of relaxation.

I partnered with 2 talented art directors to concept and execute a cohesive, Gen Z–focused campaign across key visuals, digital video and audio spots. Poppy visuals, bubbly talent, and a conversational tone, including my tagline “Spritz for all the feels”, introduced this all-new product category for St. Ives.

As part of a larger campaign aimed at raising awareness about the benefits of spending time outdoors, these face mists inspired the immersive naturescapes inside the #NatureReset bus that toured U.S. cities.

The result: A bold, ownable entry into an emerging category—rooted in nature and Gen Z sensibility.

Here are the digital videos, KVs, and audio spots we created, along with site copy that the web team adapted from our concept.

Digital Videos

:15 Range

:06 Range

:06 Zing

:06 Yaas

:06 Ohm

Key Visuals