Origins

As the Creative Director for Origins North America, I led the visual identity and storytelling that drove brand growth across the brand's largest market. Operating at the intersection of global vision and regional relevance, I directed the strategic adaptation and execution of all brand campaigns. While collaborating closely with global creative partners, my role bridged high-level global assets with localized cultural insights, ensuring every consumer touchpoint resonated deeply with the North American audience. I worked across digital, social, print, specialty and department retail environments.

Brand Collabs & Partnerships

ORIGINS X EREWHON

To celebrate the launch of the Dr. Andrew Weil for Origins Mega-Mushroom Restorative Skin Concentrate, Origins and Erewhon partnered on a limited-edition, fungi-infused cold-pressed green juice. During the promotion, shoppers were able to purchase both the Mega-Mushroom Restorative Skin Concentrate and the exclusive Mega-Mushroom juice beverage, which was featured in Erewhon's refrigerated section.

ORIGINS X NATIONAL GEOGRAPHIC

In celebration of Earth Day, Origins partnered with National Geographic to launch a limited-edition skincare set featuring artwork by National Geographic Young Explorer, Nirupa Rao. The "Never Stop Discovering" campaign was inspired by the power of nature and discovery. The collaboration highlights the remarkable benefits of mushrooms—both as an ingredient in skincare and as a vital part of the natural environment. The set includes the Mega-Mushroom Soothing Treatment Lotion and Fortifying Emulsion.

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