Social Media Campaign - “Mighty Fine”
Campaign Overview:
The Mighty Fine campaign focused on launching a new brow pen product with content that was both educational and entertaining. The goal was to blend practical how-to content with eye-catching visuals, all delivered in short-form formats optimized for Reels, TikTok, and paid placements.
My Role:
Director of Photography & Editor
・Led U.S. content production crew for social campaign
・Directed camera team and talent on set
・Edited, colored, and designed video assets for rollout
・Partnered with Benefit’s in-house creative team to maintain brand alignment
Creative Approach:
We leaned into playful energy with high-key lighting, crisp product detail shots, and stylized visual effects. The editing approach combined steady pacing with rhythmic transitions to deliver the “how to” without being boring.
Production Snapshot:
・2 weeks of prep: crew, equipment, location, shot planning
・2 production days with 10-hour shoot schedules
・2 weeks of post-production including editing, color, and team review
・Delivered video and carousel assets for IG & TikTok
The outcome:
Assets helped educate and excite Benefit’s audience about the new product & contributed to broader brand consistency across concurrent roll-outs.
Behind-the-Scenes:
Creative Director: Nikki Silva | Content Director: Grace Hinckley | Producer/1st AD: Joanne Chun | Associate PM: Sydney Yu | Swing: Eddie Akaba | Gaffer: Miguel Mallari | Grip: Marc Tejada | HMUA: Maricris Lavarias | MUA Assistant: Hiroko Claus | Photographer: Dominique Powers | Digitech: Rhea Aldridge | Location: Cuento StudioCollaborators: