I led the creative and art direction for Show That Glow, a campaign designed to reposition SheaMoisture as the go-to brand for confident, glowing skin. The work reintroduced the brand’s skin cleansing range by centring the specific needs of melanin-rich skin, responding to a beauty landscape often shaped by generic routines and misinformation.

The creative idea reframed glowing skin not as a trend, but as an expression of confidence, self-care and cultural pride. Show That Glow positioned everyday cleansing rituals as moments of personal celebration, grounded in SheaMoisture’s heritage, effective formulas and natural ingredients. The tone was empowering, inclusive and affirmative, shifting skincare away from correction and towards self-assured beauty.

The visual approach balanced intimacy with vibrancy. Skin was captured honestly and respectfully through close, sensory moments that highlighted texture, hydration and radiance without over-polish. Talent-led storytelling sat alongside product-focused assets, creating work that felt expressive, premium and social-first while remaining accessible.

The campaign delivered a suite of assets tailored to multiple audience segments, blending education, emotion and product performance. I shaped the visual language and led on-set direction across all assets, ensuring the work felt culturally rooted, emotionally resonant and confidently modern.

“You guys really brought joy and fun to the assets, so thank you.”
— Susan Mayberry, Associate Director Design for Retail Innovation, Skin Cleansing & Deol

Creative Direction - Corin Leigh Partner
Art Direction & Creative - Rianna Osanwuta
Production - Ininaa Camp
Videography - Blanca Ruedas
Product stylist - Bianca Zehra
DOP - Hal Pilkington