Murad
The Challenge
Transform SPF from a basic step to a must-have ritual by emotionally connecting with Murad’s modern skincare audience. The goal: bold, testable ad concepts that speak directly to skincare-literate, aesthetic-savvy users.
Image Ad Concepts
Strategy + Concept + Copywriting
Developed four emotionally-led ad directions through concise, scroll-stopping lines:
Each ad was explored with different visual hierarchies (copy-led vs. product-led), formats (static, story, Pinterest-style), and tone treatments. Used ChatGPT-4 for concept exploration and Foreplay.co for competitive swipe research.
New Concept Idea
Crafted a surreal image ad for Murad SPF 45, designed to feel like protection.
A glowing orb floats above the product, shielded by a skin-like forcefield; selling the sensation, not just the science.
Tools Used: MidJourney, ChatGPT-4
Ad Iteration
Refined the original visual with a warm glow, stronger social proof (“Best Seller”), and crisper copy. Tiny tweaks, premium difference.
Tools Used: ChatGpt-4, Foreplay.co
Ad
Iteration
UGC-Style Video Ad Series
Scriptwriting + Storyboarding + Direction
Wrote and directed three UGC-style short scripts aimed at different awareness stages for Murad’s Environmental Shield SPF
The Real Struggle
My Skin is Calling
Before & After Journey
Dramatic pain point and instant fix
Voice-of-skin urgency with humor
Simple social proof story arc
Edited using CapCut and voiceovered with ElevenLabs AI. Each script leveraged UGC authenticity with storytelling rhythm and optimized hooks.