KAO content partnership with Jergens and Bioré

Creative Direction, Brand Strategy, Team Leadership

For a few years, I led creative direction for social and content video across KAO's self-care and personal wellness brands, working through a Blue Ant Plus partnership on Biore and Jergens. The mandate: take everyday care routines, the small rituals people don't think twice about, and give them the same craft and attention as a much bigger story, translating routine, functional moments into content people actually want to watch.

One piece from the partnership, "Guilty Pleasure" for Biore, treats a five-minute skincare ritual with the pacing and sensory detail of an ASMR video, turning a small self-care moment into something genuinely satisfying to watch, rather than just advertising a product.

Across the partnership, I directed creative and art direction end to end, from concept through production, always working to find the human moment inside a functional category, the same instinct that carries into health and wellness storytelling more broadly.