Cast@Haleon
Haleon's in-house creative department and studio.In 2024, I had the privilege of serving as a freelance Creative Director for Cast, Haleon's in-house creative department and studio. This awesome opportunity allowed me to work across their extensive portfolio of renowned consumer health and wellness brands. I led a talented and agile creative team, delivering innovative creative and design solutions across a wide range of digital channels and print formats increasing the volume of deliverables while optimizing the creative team’s workflow.
A major highlight of this role was having full access to Haleon’s fully equipped onsite studio. I had the opportunity to design and direct several video and photo shoots for both consumer campaigns and internal promotions. One of the many ways I promoted the studio was by collaborating with the various brand teams and cross-functional stakeholders, recommending ways to evolve their content into new projects and channels during the shoots and in post-production. This approach not only enhanced efficiency and reduced overall costs but also increased the volume of deliverables and strengthened the studio's reputation within the walls of Haleon.
Below are a few examples of the brand campaigns and projects that I was fortunate to lead, create, and collaborate on.
2024 Cast Sizzle Reel:
Centrum Superblends Product Launch & Photoshoot:
The Centrum brand team was gearing up to launch Centrum Superblends, a new high-potency multivitamin formulated with a unique blend of 25 vitamins and minerals to support overall wellbeing. One of the key factors that they were looking to convey was the product’s recyclable aluminum packaging, designed to best protect product potency.
To get the momentum going, the Cast team began with a product photoshoot in our in-house studio. We then utilized these images to develop a range of brand assets for various consumer touchpoints. As Creative Director, I oversaw the photoshoot and played a crucial role in the subsequent creative and design initiatives, successfully introducing Centrum Superblends to the market.
Photoshoot
Putting the Photos to work
Haleon:
Although the majority of the work we were tasked with was spread across Haleon’s diverse portfolio of consumer health and wellness brands, we also got to work on several internal projects and campaigns.
Below are a few examples of how we collaborated with different departments to promote their capabilities, highlight their successes, and generate overall awareness.
Cosmos Studies:
Centrum, a leading multivitamin brand, tasked us with designing the publication results for their COSMOS studies, which are large-scale clinical trials exploring the health effects of multivitamin supplements.
Perfomance Marketing Promotional Video:
The Performance Marketing team approached us seeking to promote the benefits of accessible advertising while also raising awareness about their department and the range of offerings available across Haleon’s various brands. To achieve this, we created a promotional OLV. After collaborating on the script and a few last-minute rewrites, we filmed the video in just a few hours at the onsite studio. We ensured the video reflected Haleon’s brand identity to avoid any potential confusion with third-party vendors they aimed to attract business from.
2024 Shopper Highlight Video:
To highlight the results of Haleon’s 2024 Well Within Reach program and compete in Haleon’s internal Markfest Awards, the Shopper team tasked us with creating a video submission for the “Unlock Value at Pace” category. With only a few Excel docs and limited creative assets, we developed an outline and wrote a script culminating in the video below... in less than a week.
2024 CX Highlight Video:
The CX team had a successful year by embracing a “Consumer First, Always” approach. They wanted a video that reflected this and serve as their submission for the Markfest Awards in the “Advanced Personalization” category. Similar to our experience with other teams for whom we were creating submission videos, we had limited content to work with and very little time to produce the video below.
Flonase Sustainable Packaging OLV:
In the spring of 2024, Flonase was gearing up to introduce its new eco-friendly, paper-recyclable packaging. The brand team turned to us, to help build excitement around the launch by creating a series of HTML5 banners and an OLV.