Your Skin on Shrooms.
Origins Mega-Mushroom Launch
The Concept
The Concept
YOUR SKIN ON SHROOMS for Origins was a campaign built to celebrate real skin, real stories. I conceived the full vision — from big idea to social rollout — creating a new series of videos and stills through open casting journeys. We recruited diverse voices via a landing page, social, and NYC posters, capturing raw conversations about dark spots and skin confidence. I led casting, creative development, pre-pro docs, timelines, and cross-functional collab to bring it all to life. Your skin on shrooms was translated to the entire campaign, from social media to store design. This resulted in an increase in positive sentiment and comments.
Concept Ideation
I took this idea to make the journey personal on social media, by empowering real people to share their real experiences with dark spots and skin concerns, embracing their skin’s journey. By showcasing people from communities of color, we highlighted the unique stories their skin tells and created an inclusive message of self-love, confidence, empowerment, and authenticity. We tied our Mega-Mushroom products - which target dark spots and hyperpigmentation.
Social Media Strategy
The final output was a combination of still and video content, featuring 6 participants. We filmed in-office with a studio set-up, on an iPhone to communicate authenticity, and participants asked a series of questions and let them naturally share their story, with an unscripted and conversational feel.
To secure the participants, we hosted an open casting call featuring real people. We promoted this casting call by posting on social media “guerilla marketing style”, putting up posters around NYC, and creating a landing page for submissions.
Content Production
Hosted and led cross-functional brainstorming sessions with creative operations and designers.
Created pre-production document including moodboards, script, style guidelines and inspiration for the shoot and the participants, a timeline, checklist, partner tasks, and execution.
Briefed in creative team for initial open casting call promotional elements + final product.
Held Test shoot with in-office employees.
Reviewed and selected top applicants for the casting call.
Project Management
Led weekly and adhoc logistical meetings, managed checklist, timelines, cross-functional partner tasks, and execution.
What people are saying…
“Finally we talk about this!!!
— @missionmomphilly
“Such a relatable conversation about dark spots and beauty standards. Thank you for providing the space 💚
— @princess___ann
“It’s refreshing to see a brand not only acknowledge dark spots, but to highlight the beauty, diversity, and strength behind them. It’s about loving who we are while also feeling empowered to care for our skin in the ways that feel right for us. Thank you, Origins, for promoting self-love, representation, and confidence in all shades…”