Social Media Campaign - “BADgal Bounce”

Campaign Overview:

BADgal Bounce was a polished, product-forward launch campaign created to introduce Benefit’s new mascara. The goal: create scroll-stopping short-form content for paid and organic use across Instagram and TikTok while aligning tightly with Benefit’s bold, playful identity.

My role:

Director of Photography & Editor

・Led full production crew for U.S. content

・Directed lighting, camera, and talent on set

・Edited, colored, and sound-designed video deliverables

・Collaborated closely with Benefit’s in-house team on final post production

Creative approach:

We used high-key beauty lighting and camera work to spotlight product details and payoff. My editing focused on smooth pacing with bursts of stylized energy using color, motion, and rhythm to align with Benefit’s fun, feminine tone and bold pink palette.

Production snapshot:

・3 weeks of pre-production: team building, gear coordination, shot planning

・3 full production days (10 hours each), shooting with photo and social teams

・3 weeks of post: edit, color, sound design, and review with internal Benefit creative team

・Final deliverables prepped for multi-platform rollout across paid/organic campaigns

The outcome:

Used across Instagram Reels, TikTok, and paid ad placements. Campaign supported launch momentum and visual continuity across Benefit’s rollout.

Behind-the-Scenes:

Collaborators:

Creative Director: Nikki Silva | Content Director: Grace Hinckley | Producer/1st AD: Joanne Chun | Associate PM: Sydney Yu | Swing: Eddie Akaba | Gaffer: Marc Tejada | 1st AC: Kavin Chan | Grip: Johnny Juarez | HMUA: Maricris Lavarias | MUA Assistant: Nikki Notarte | VFX Supervisor: Brandon Davis | Photographer: Dominique Powers | Digitech: Rhea Aldridge | Studio: Cuento Studio