In late summer 2020, Neutrogena set out to connect with consumers at a time when skincare habits were shifting dramatically due to Covid-19. Together with Johnson & Johnson and Amazon Hub, the brand launched Amber Moments, a four-day virtual live event series designed to spotlight Neutrogena’s most relevant products.

I was the Creative Lead on this project, responsible for shaping the overall creative strategy and briefing all twenty influencers who brought the story to life. Over the course of four days, with four hours of live programming each day, I guided the themes and narratives, ensuring content felt authentic to each influencer while staying true to the brand.

Each day was built around a distinct consumer insight. The series began with Daily Cleanse, where influencers highlighted the importance of re-prioritizing hygiene and sun protection throughout the day. Expanded Outdoors followed, showcasing the need for everyday SPF as consumers swapped beaches for backyards and neighborhood walks. On day three, PM Time Saver responded to declining makeup occasions by spotlighting quick cleanses and wipes as smarter nighttime solutions. The series closed with Acne Prevention, addressing heightened stress and the need for reliable at-home treatments when dermatologist visits weren’t always possible.

Twenty influencers across different tiers were activated to drive awareness and traffic to the Amazon Live page, where products could be purchased directly. Ten of them joined the live streams, sharing their personal stories and routines in a way that made the content relatable and entertaining. The campaign tapped directly into evolving consumer needs, blending strategic storytelling with authentic voices to create an engaging brand experience at a pivotal cultural moment.