HOT! SOCIALS
THE CHALLENGE
HOT! is a feature documentary exploring the physical and cultural roadblocks of perimenopause and menopause. The producing team was ready to build an audience on social media, but the subject matter is a minefield of potential clichés. We needed to strike a delicate balance: introducing our characters with authenticity while establishing a visual identity that felt "feisty," premium, and modern.
THE APPROACH
Our director envisioned a sleek, high-fashion magazine aesthetic—layered over backgrounds of 3D surfaces that hinted at textures relevant to our topic: creams, gels, burnt or rough items. To realize this, I focused on bridging the gap between that very specific creative vision and a sustainable production workflow.
I workshopped the "archetypes" of our characters and curated a library of abstract 3D textures—creams, gels, and rough surfaces—to create a visceral, tactile feel. While the initial translation of these textures into the design was a challenge, I collaborated with our designers to find a technical middle ground. I pivoted the workflow by having them build a robust design framework and template; from there, I stepped into Adobe myself to iterate and create the ongoing assets. This ensured the aesthetic remained uncompromisingly high-end while the delivery stayed agile.
THE OUTCOME
The result was a high-concept carousel series that established a strong creative throughline while leaving ample room for the unique personalities and stories of our characters to shine. By taking an active role in the technical delivery, I ensured the "feisty but authentic" personality of the film was protected at every stage of the funnel. It was incredibly satisfying when our director saw the final results, enthusiastically pointed at me across the table, and said, “YOU understood!”
The next step for social was creating short video “Sneak Peeks” for our heroines. Continuing the “feisty but authentic” vibe mandate, I selected interview bites from participants to highlight their individual passions and personalities. Together our editor and I collaborated to cut the selections into short character statement pieces.
