I PUT MYSELF FIRST

An editorial photoshoot featuring the Keys Soulcare team in modern workwear, highlighting the new Tinted Lip Balm shades alongside personal moments of self-expression at work

The Brief

Launch the new Tinted Lip Balm shimmer shades in a way that felt personal, confidence-driven, and rooted in the affirmation “I Put Myself First,” while creating a stronger emotional connection with our community beyond traditional product visuals.

The approach

  • Concepted a social-first campaign that centered the women behind Keys Soulcare, positioning the internal team as the living proof point of the “I Put Myself First” affirmation

  • Designed a phased rollout that led with e-commerce launch assets, followed by a storytelling-driven social campaign focused on confidence, voice, and self-prioritization in professional spaces

  • Developed the creative direction and social structure, including the teaser, hero video, and individual posts for each team member, balancing consistency with personal storytelling

The OUTCOME

  • The campaign generated 926K impressions organically and helped position the Tinted Lip Balm shimmers as more than a beauty launch, connecting the product to real people, real workdays, and real confidence.