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Case Study - Creative Strategy / Direct-Response / AI Visuals

LUMEN

Scaling DTC skincare via AI-driven performance creatives.

Meta and TikTok wear out creative assets in 2 to 3 weeks. Traditional studio shoots for new skincare angles need budgets, physical inventory, models, and weeks of lead time most DTC brands don't have. The challenge: build an ultra-scalable AI creative pipeline that generates, tests, and iterates high-converting skincare ads in under 48 hours, without ever cheapening the brand.

Category
Creative Strategy, Direct-Response, AI Visuals
Role
Creative Strategist & Brand Specialist
Key Assets
AI Product Renders, Texture Macros, DR Video Storyboards
Tools
Midjourney, Flux, Runway, Kling, ElevenLabs
LUMEN hydrating serum bottle on travertine stone with serum droplets
The DTC Bottleneck

Creative fatigue kills CPA.

Creative Fatigue

High ad spend on Meta and TikTok wears out creative assets within 2 to 3 weeks, driving CPA up every single cycle.

High CapEx Production Costs

Organizing traditional studio shoots for new skincare angles requires high budgets, physical inventory, models, and weeks of lead time.

The Challenge

Build an ultra-scalable AI creative pipeline to generate, test, and iterate high-converting skincare ads in under 48 hours while maintaining luxury beauty brand equity.

Creative Strategy & Testing

Minimalist science, sensory proof.

The psychological hook centers on texture, ingredient efficacy, and instant skin barrier repair. Twelve seconds, built for the scroll.

Direct-Response Video
00-02s
Pattern Interrupt Hook

Extreme macro texture of a serum droplet on travertine stone, bold text overlay: "Stop overloading your skin barrier."

02-06s
Sensory Mechanism

Liquid flow and ingredient focus: "Triple Hyaluronic Acid + Niacinamide."

06-10s
Visual Proof / Application

Dewy "glass skin" model application, paired with precise sound design.

10-12s
Clear Call-To-Action

Hero packshot with offer badge: "-20% Off First Order, Shop Now."

Sensory Proof

Texture is the argument.

Every frame had to prove efficacy before a single word of copy landed. Droplets on stone, refraction, absorption into skin, all shot to read as clinical and sensorial at once.

LUMEN serum bottle detailProduct Detail LUMEN serum droplets on travertine stoneMacro Texture
AI Workflows & Execution

Zero studio, zero compromise.

AI Asset Generation

Midjourney, Flux, Runway, and Kling, prompted specifically for photorealistic travertine marble, refraction effects, and macro water and serum textures.

Brand Precision & Vector Overlay

Crisp, vector-clean typography for the LUMEN logo and packaging labels, overlaid in Figma and Photoshop to eliminate any AI-hallucinated text artifacts.

Audio & Voiceover Systems

A calm, clinical, luxury audio narrative generated with ElevenLabs, paired with ASMR sound design: water splashes, glass taps.

LUMEN serum absorbing into skin, macro detail
Business Impact

Systemic value.

10x
Production Speed - 3 Weeks to 48 Hours
75%
Production Cost Reduction
∞
Creative Variation Capacity
Infinite variation capability, swapping hooks, voiceovers, text overlays, and backgrounds, to stabilize CPA during scaling phases.
Portfolio
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