MOON & SKIN | SKINCARE BRAND LAUNCH
PROJECT OVERVIEW
When the founder of Moon and Skin reached out, she had already been watching my work. She knew what she wanted. Not just a photoshoot. A campaign built on strategy, not decoration. She had developed this brand out of necessity.
Raising three boys, managing a household, solving a real problem alongside a dermatologist. This wasn’t a vanity product. It was born from lived experience. And that mattered. The initial brief was straightforward. Different color backdrops. Clean. Simple. But I pushed back. Not because I disagreed with the direction, but because I saw an opportunity to go deeper.
I sat down with her and asked a single question. Why? Why did you create this? What problem were you solving? Who is the woman buying this product? And then I asked why again. And again. That conversation became the entire campaign.
Contains Humanity Philosophy in practice
Humanity sits at the center of everything I do, and Terra Firma was a clear example of how that philosophy translates into real world strategy. Luxury real estate often focuses on perfection and polish, but rarely on the people, process, or emotion behind the build. My approach was to humanize the brand without diminishing its sophistication.
I initiated and developed a docu series that explored Terra Firma’s philosophy, vision, and ambition to change the Las Vegas luxury housing landscape. Rather than presenting finished homes as static objects, the series focused on intention, craftsmanship, and the human decisions behind each structure. This storytelling approach reframed modern construction as something personal, thoughtful, and evolving.
That same thinking led to the creation of a real estate podcast with Matt Altman, sponsored by Terra Firma Development. The podcast brought the brand into the public conversation in a way that felt accessible and human rather than promotional. It positioned Terra Firma as part of a broader cultural dialogue around design, growth, and modern living rather than simply a name attached to a property.
On social media, we leaned into familiar voices, music, and cultural references to document the progress of builds in a way that felt emotionally resonant. Construction timelines became narratives. Steel beams, dirt lots, and hard hats were presented as moments in a journey rather than obstacles to aesthetic beauty. The result was content that felt relatable, engaging, and unmistakably human while still honoring the brand’s luxury positioning.
Comprehensive strategy and creative leadership
Beyond storytelling, I led a fully integrated creative and marketing strategy that touched every level of the brand. This included aligning stakeholders across Terra Firma’s leadership team, media partners, and external collaborators to ensure consistency in message, tone, and visual language.
I coordinated multiple integrations with Bravo’s Million Dollar Listing, helping shape how Terra Firma appeared within the context of a major broadcast platform. In parallel, I developed executive branding strategies to ensure Terra Firma’s leadership presented with the same clarity, professionalism, and confidence as the homes themselves.
Experiential events were managed with the same level of care, ensuring that Terra Firma’s public image remained cohesive whether encountered online, in print, on television, or in person. Throughout the process, I maintained creative oversight to protect the integrity of the brand while allowing room for growth, evolution, and longevity.
The result was a well rounded, intelligent, and forward thinking brand ecosystem. One that balanced modern luxury with humanity, ambition with accessibility, and short term visibility with long term relevance. Terra Firma emerged not just as a luxury home builder, but as a brand with a point of view, a voice, and a story people could actually connect to.