CUROLOGY
Curology is a San Franciscan-based startup focused on making skincare affordable and accessible. With direct-to-consumer advertising across social media platforms, streaming services, and television, I have had the opportunity to shoot and edit a range of projects with them. Every project is informed from a creative and data-driven perspective, trying to maximize our efforts and introducing Curology to as many people as possible.
All examples edited by Paula Milenkova.
I've edited hundreds of quick promotional material for Curology through their partnership with influencers, sharing their personal journeys in short-form content.
WHAT CAN YOU GET WITH $5 (2019)
I co-directed this with another colleague and edited it myself. The proposal was for a fun advertisement that had versatile openings, different visual interpretations of the same script lines, and can be shot within a small studio. Here are two examples!
To unify our different visual interpretations of the same lines, we categorized them as either literal or metaphorical.
FRANKENSTEIN AD (2019)
I edited and animated a montage of previous videos promoting Curology. I had creative control as an animator. My first assignment with Curology, it was a fun challenge and learning experience.
The magic behind the process!
curology is very data-driven to understand what keeps people watching after the first 9 seconds.
EVEN SO, WE STILL RELY HEAVILY ON TESTING CREATIVE FREEDOMS AND IDEAS.
Every influencer delivers an organic speech about why they promote Curology and we take the best and make something seamless. There are A LOT of influencers!
After a cut for different orientations and channels have been made, the statistics are tracked. Which demographics did our influencer appeal to? Did those watching decide to try Curology for themselves? It's all in the numbers...
WE ASSESS PERFORMANCE ACROSS INFLUENCERS AND HIGHLIGHT INSIGHTS FOR EACH
