GLOSSIER SOCIAL CAMPAIGN (SPEC)

In January 2026, I got the itch to shoot a social campaign for a product I love: Glossier’s Lip Glaze. Almost a year after its initial launch, I started thinking: What if I gave it a Valentine’s Day moment?

I built the concept around a candy apple metaphor, using the glossy shell to mimic the product’s shine and sweetness. After asking (read: bribing) one of my friends to model for me and learning how to make homemade candy apples (with only two failed batches) the whole shoot came together within just one week.

The final result is a sensory experience featuring rosy apples and real skin texture. Lip Glaze shines as the star of the campaign in a way that feels playful yet elevated, with all the key qualities of Glossier.

Designed for social (Instagram, specifically) these executions flex versatility across channels, with captions encouraging consumers to gift Lip Glaze for themselves, a friend, or a Valentine.

Photography, styling, retouching, copy (and candy apples) by yours truly.