03 / Skincare / Founder Campaign

A founder-led skincare campaign with personality.

For CEO and influencer Ti Taylor, the campaign had to do more than show skincare. It had to turn personality, product, and daily ritual into one instantly recognizable world.

Atlanta, Georgia / 2024

Creative Direction · Character Ideation · Production · Styling · Costume Design

Ti Taylor holding an Underneath Skincare box against a cobalt blue backdrop

Character ideation / 2022

The product became the character.

Real product bottles and jars, transformed into tangible puppets.

For the 2022 ‘Straight Outta Cabinet’ concept, miniature robes, towel wraps and textured hairstyles gave the Underneath collection a cast of its own. Kleana, Bonnie, Praise and Worship Taylor each had a name, a role and a distinct attitude. Costume and character voice turned the everyday skincare routine into something the brand could tell stories through.

Physical product puppets 01 / 07

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Straight Outta Cabinet campaign board showing four real Underneath skincare containers dressed as physical puppets

Straight Outta Cabinet, 2022 — the actual product containers become a cast of tangible puppets.

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Two photographs of Kleana Taylor, a real cleanser bottle puppet wearing a miniature pale blue bathrobe, towel wrap and necklace

Kleana Taylor — the cleanser bottle wears a miniature robe, towel wrap and necklace, giving the cast’s leader a recognizable silhouette.

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Two photographs of Bonnie Taylor, a real pink skincare jar puppet with textured black hair and a pale blue headband

Bonnie Taylor — the jar’s rounded shape becomes the character’s body, finished with textured hair and a soft headband.

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Praise and Worship Taylor, two slim pink product bottle puppets with black yarn hairstyles, one with twin puffs and one with a pale blue bonnet

Praise and Worship Taylor — contrasting hairstyles and accessories give two similar bottle shapes distinct personalities.

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Meet the Cast board naming Kleana, Bonnie, Praise and Worship Taylor with their product roles and character personalities

The character guide — a name, product role and tone of voice for each member of the Underneath family.

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Giving Face — the original series pitch placed brand personality inside conversations about confidence, relationships and self-care.

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Personality in use — Bonnie speaks in the brand’s conversational voice alongside a familiar skincare moment.

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Behind the project

The brief.
The thinking.

What had to change

A founder-led beauty brand cannot afford to look like product on a backdrop. The campaign needed to convert Ti Taylor’s visibility into a visual language the customer could recognize even before reading the logo.

The value created