ARMRA Colostrum
I led the brand through a full creative overhaul - defining a new visual language, launching a brand refresh, and scaling the team across design, video, production, and content. We built the infrastructure from the ground up with guidelines, pipelines, AI workflows, and a culture built to move fast without losing the why.
From product launches to experiential pop-ups, every asset had a purpose to push the brand forward and make people feel something in the process.
Limited Time Flavor Launch
Our first fully integrated lifestyle and still life shoot with new photographer partners, this campaign set the visual tone for ARMRA’s evolving art direction. From casting to color, it shaped the brand’s look and feel moving forward. We also developed a custom flavor lock-up to capture the sensory richness of apricot and the warmth of the season.
Experiential
To launch ARMRA at Ulta Beauty, we built the Revival Room. This immersive, mirrored container was placed steps from Ulta’s West Hollywood flagship in the heart of LA’s brand activation zones.
Inside guests would enjoy viral dry-scoops, receive skin hydration scans, Tatcha pairings based on results, and a live Q&A from our founder, Dr. Sarah Rahal, and ARMRA-die-hard influencer Aimee Song.
We wrapped LA in OOH that challenged beauty norms and positioned ARMRA as step zero in the routine. Creators lit up social, mixing wellness with the Ulta reveal.
This wasn’t just a product launch. It was a reframing—reminding beauty culture that real transformation starts within.
Limited Time Flavor Launch
Valera Pineapple was a ticket to a new sensory world. Built around the idea that paradise isn’t a place, it’s a state of being, the campaign channeled cellular vitality into sun-soaked storytelling, evocative still life, and lifestyle content.
From casting to production, every element was creatively led by our team - including the launch of our first original recipe, the Valera Pineapple Whip, created to drive viral traction across Instagram and TikTok.
This became the benchmark for future flavor drops: worldbuilding meets performance creative, cementing ARMRA’s art direction as bold, resilient, and science-forward.