Natura — U.S. Launch, Mom & Baby Line
Role: Creative Director & Visual Strategist
Sector: Beauty / CPG
Dates: 2022
Project Overview
I was brought on to develop original visual direction for the U.S. debut of Natura’s Mom & Baby line — a limited-scope collaboration timed with the end-of-year push. My concept centered around a playful yet refined holiday theme, anchored by a balloon “tree” installation designed to echo the brand’s soft pastel palette and sensorial identity. This creative strategy blended seasonal warmth with Natura’s wellness-focused positioning, helping the brand translate its ethos to a new market through cohesive imagery and storytelling.
Brand Challenge
Create elevated visual storytelling for two Ritz-Carlton properties, each with its own distinct identity and sense of place. In Cannes, the focus was on capturing the cinematic elegance of the Grace Kelly Suite and the hotel’s historic charm. In Bal Harbour, the creative highlighted serene, oceanfront luxury through polished lifestyle visuals. Each project was an opportunity to reflect the brand’s global prestige while honoring the unique character of each destination.
Creative Approach
Natura was introducing its Mom & Baby Relaxing line to the U.S. market — a brand deeply rooted in Brazilian values of nature, care, and sustainability. My challenge was to translate that ethos into a visual campaign that felt authentic yet festive for an American audience, without leaning on clichés or overly branded holiday visuals. I aimed to create content that would resonate with wellness-conscious parents while helping the brand stand out in a saturated holiday landscape.
Results
The visuals helped introduce Natura’s Mom & Baby Relaxing line to a U.S. audience with clarity and warmth—mirroring the brand’s ethos while aligning with the holiday moment. My concept for the balloon “tree” created an elevated seasonal anchor, allowing the brand’s identity to shine without overwhelming the minimalist product design. The content supported their entry into the U.S. market and was shared across select channels to help drive visibility among wellness-minded parents during a competitive end-of-year cycle.
Reflection
This project gave me the opportunity to explore visual storytelling through a wellness lens—centering calm, ritual, and emotional connection. Even though the product line falls under personal care, I approached it like wellness content: slow-paced visuals, soft textures, and a soothing color palette that reflected the spirit of the Relaxing line. By treating the shoot as a sensory experience rather than a typical campaign, I was able to reflect Natura’s brand values in a way that felt gentle, festive, and distinctly human.
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