LAUREN CHARLES

GRAPHIC DESIGNER + ART DIRECTOR

Say I Dew

Tatcha — Social Creative Director, Designer

As part of Tatcha’s Say I Dew campaign, I led social creative and art direction for all paid and organic content, reintroducing The Dewy Skin Cream as a daily act of self-commitment.

The larger campaign included brand-led moments like a New York City pop-up and an influencer “rehearsal dinner.” My role focused on shaping the social storytelling that tied everything together across platforms. I worked closely with the brand, PR, and media teams to ensure that every piece of social content, from creator-led reels to feed takeovers, felt cohesive, emotional, and true to Tatcha’s voice.

Campaign Overview

Social Creative + Art Direction To bring the story of self-commitment to life on social, I led the creative direction for all campaign content. My focus was on building a cohesive visual language that captured softness, texture, and devotion through approachable, trend-forward storytelling. On set, I art-directed the social shoots and guided every detail from lighting and movement to product styling. Working closely with our photographer and external creators, I shaped the look and feel of both paid and organic assets so they felt emotional and premium, while still aligned with Tatcha’s visual world.

Creative Direction

I concepted and directed the full social creative approach, defining the campaign’s visual tone, styling, and art direction. Inspired by the idea of “commitment to you,” I used soft florals, lavender silk, and dewy textures to create a romantic but approachable aesthetic that would resonate across social.

I partnered with a photographer for organic assets and guided external creators producing paid content to make sure everything stayed on trend while still feeling premium. The result was a unified campaign that felt modern, intimate, and distinctly Tatcha — a love story between you and your skincare ritual.