SiO Beauty – Creative Director

SiO BEAUTY
Creative Direction, Brand Design

SiO Beauty scaled rapidly during my time leading creative. I built and led the brand’s visual direction across every touchpoint. Working closely with the founder, the brand was developed from the ground up, shaping its aesthetic, voice, and presence across digital, retail, and product. I directed photoshoots and led all creative across packaging, campaigns, social, and site, building a cohesive system that carried through product launches and major retail expansions, including Bluemercury, Credo, Target, CVS and HyVee. The brand was acquired in early 2025, marking a new chapter.

Creative Director/Art Director: Jeeyon Choi
Photographer: Tom Corbett
Copywriter: Stephanie Huczar
Casting: Holly Corbett, Wilhelmina Models
MakeUp/Hair: Olga Postolachi
Prop Stylist: Kathleen Jerry, Erin Gray, Erin Swift
Stylist: Stacy Jones, Ryle Ferguson
Post Production: Ani Harutyunyan
Studio: Canoe Studios, JACK Studios NYC

Directed all digital asset development, from concept and photoshoot production to precise, results-focused graphic execution.

Visual direction for SiO Beauty’s Mid Brow Patch launch, supporting its breakout success as a bestselling product.

SUMMER BEAUTY CAMPAIGN
SiO wrinkle patches were placed across iconic landmarks at monumental scale, creating surreal summer travel moments that blend skincare with unexpected global backdrops.

A play on scale, humor, and visual contrast through photo montage and juxtaposition. Turning familiar architecture into playful, eye-catching compositions that feel fun and immediately engaging.

Evergreen campaign featuring founder Gigi Howard, capturing product application and everyday wear in a polished, understated way.

SUMMER WEDDING CAMPAIGN
Focused on ease and elegance before a big moment, featuring non-invasive wrinkle solutions that integrate naturally into the getting-ready process.

HOLIDAY CAMPAIGN
SiO wrinkle patches were brought into the holiday season to celebrate effortless GRWM moments and giftable self-care.