Sold Campaign:
Vogue x Nexxus Hy Volume Cloud Foam

As Creative Strategy Lead, I oversaw the development and execution of a 360° integrated campaign for Nexxus in partnership with Vogue, featuring their Brand Ambassador Hailee Steinfeld on the heels of her Sinners movie premiere and supporting the launch of the Hy Volume Cloud Foam. The campaign aimed to drive both brand awareness and purchase consideration by positioning Nexxus at the intersection of luxury beauty and trusted editorial authority.

To build aspiration and credibility, the strategy centered on a custom integration into Vogue’s iconic Beauty Secrets franchise; a long-form, behind-the-scenes format known for its authentic look into celebrity routines. This was paired with One Beauty Secret, Vogue’s snackable, social-first companion series, designed to deliver shoppable, product-forward storytelling optimized for engagement across platforms. The dual-format approach created a full-funnel experience that spoke to both emotional brand equity and functional product benefits.

From pitch to launch, the campaign strategy included deck development, pricing and packaging, media planning, and stakeholder alignment. Cross-functional collaboration with Sales, Production, Editorial, Legal, and Licensing ensured every element met Nexxus’s marketing objectives while aligning with Condé Nast’s creative standards and Vogue’s editorial integrity.