ILIA Beauty

“Between Us”
Brand Campaign

What started with product copy has evolved into an expansive relationship. Since Fall 2019, I have worked closely with ILIA—Sephora’s fastest-growing clean beauty brand—on nearly every side of the business: from crafting their tagline to concepting campaigns, naming new products to writing their About Us, defining their mission and muse to developing an ownable brand voice.

For ILIA’s first-ever brand campaign, Between Us, I joined forces with Creative Director (Art) Marie Bliss—my partner from Droga5—to act as ILIA’s AOR. Together, we concepted, produced, edited, and directed the rollout of the 360 campaign across film, print, OOH, social, and e-commerce.

Launched in September 2020, Between Us celebrates the quirks and complexities of the “us”—the traits and the tastes, the shorthand and the secrets. Featuring real-life duos—from sisters to close friends to creative collaborators—the campaign gives a window into the world, unknown to the outside, of what goes on between two people.

“Between Us” became more than a campaign: it is now the brand’s platform.