LAUREN CHARLES
GRAPHIC DESIGNER + ART DIRECTOR
LAUREN CHARLES
GRAPHIC DESIGNER + ART DIRECTOR
The Silk Serum
Tatcha — Social Creative Director, Designer
As part of Tatcha’s The Silk Serum campaign, I led the creative direction for all social and paid media content. The goal was to evolve our visual storytelling beyond traditional product shots and bring the serum to life through lifestyle-focused imagery that felt warm, tactile, and human.
I concepted and directed a full video and photo shoot to create a bank of elevated assets that captured the softness and luminosity of silk through natural light, skin texture, and quiet motion. Working with a small production team, I oversaw every detail on set — from casting to environment styling — ensuring the creative aligned with Tatcha’s world of understated luxury while feeling modern and relatable for social.
Campaign Overview
Social Creative + Art Direction I planned and art-directed a complete lifestyle shoot designed to show The Silk Serum in real, everyday rituals. My approach was rooted in natural beauty and intimacy, using sunlight, sheer fabrics, and movement to highlight both the formula’s glow and the emotional calm behind the product story. I worked closely with our photographer and videographer to guide lighting, camera direction, and product styling, shaping a consistent tone across photo and motion. The resulting content served as the foundation for Tatcha’s paid and organic social rollout, creating a seamless bridge between brand storytelling and performance media.
Creative Direction
I developed the full creative vision for social, defining the tone, palette, and structure of our content approach. The focus was on creating texture-driven visuals that celebrated skin, silk, and ritual through simple, sensory storytelling.
Every detail — from the color of the curtains to the rhythm of the edit — was crafted to express softness and intention. I partnered with internal teams and external creators to ensure cohesion across all social placements, reinforcing The Silk Serum as both a sensorial experience and a reflection of Tatcha’s timeless elegance.
Campaign Videos
Social Suite: motion posts, reels, stories, and paid asset suite. Art direction and video editing led by me.
Video capture: Alyssa Young
The video assets focused on the tactile beauty of the serum — skin in motion, product texture, and the quiet confidence of self-care. Each piece was designed to feel elevated yet effortless, transforming daily skincare into a cinematic moment that embodied Tatcha’s signature calm and radiance.
