Radiant to the Rescue

challenge
Heading into summer, Radiant needed to cut through a crowded beauty category and make smooth skin part of every plan.

idea
We turned relatable “hairy situations” into a playful problem-and-solution campaign. Cheeky headlines and illustration positioned Radiant as the expert answer before summer plans got in the way.

my role
As Creative Director, I led the campaign from platform to rollout—guiding concepting, copy, design, and production across digital, social, email, and in-studio.

impact
The work gave Radiant a bold, ownable summer campaign that brought more personality to the category—making waxing both the punchline and the solution.