Real Campaign
Skincare
I directed the "Pizza doesnt casue Acne" campaign for Phyla Skin. Focused on the strategy, social roadmap, and creative execution. The team and I led the transition from a controversial social media trial to a high-impact NYC OOH outcome.
I directed the "Pizza doesnt casue Acne" campaign for Phyla Skin. Focused on the strategy, social roadmap, and creative execution. The team and I led the transition from a controversial social media trial to a high-impact NYC OOH outcome.
Campaign Overview
Campaign Overview
The campaign started as a concept and photoshoot before it reached me. I was given a drive of 50 images showcasing a girl eating pizza and 4 words: 'Pizza doesn’t cause acne' and was told to create a campaign around it for a skincare brand called Phyla.
Social Execution with AI
Campaign Overview
Social Execution with AI
To test the message beyond pizza, I used Gen AI to reverse-engineer the original aesthetic. By creating a custom prompt for diverse A/B tests, I scaled the campaign across food types and ethnicities while maintaining a near-identical visual identity.
The campaign started as a concept and photoshoot before it reached me. I was given a drive of 50 images showcasing a girl eating pizza and 4 words: 'Pizza doesn’t cause acne' and was told to create a campaign around it for a skincare brand called Phyla.
Social Execution with AI
To test the message beyond pizza, I used Gen AI to reverse-engineer the original aesthetic. By creating a custom prompt for diverse A/B tests, I scaled the campaign across food types and ethnicities while maintaining a near-identical visual identity.
Mini Case Study
Mini Case Study
More Info
The Roles I held
I led creative and design, managed A/B tests, and tracked social analytics. I successfully advocated for the NYC OOH rollout, placing large posters near pizza hubs to catch our audience in their tracks and drive high-impact, real-world engagement.
The Outcome
Thousands of QR scans validated this sensory marketing vertical. It established a new creative tier for Phyla and earned our team expanded strategic input for future campaigns after the massive success of the NYC OOH rollout
The Initial Idea
While the phrase preceded me, I owned the design, AI food extensions, and OOH vertical. Our goal was to disrupt a flooded market by building brand trust over direct sales. I focused on shifting the narrative from blaming diet to questioning product efficacy, sparking a viral dialogue across NYC.
The Roles I held
I led creative and design, managed A/B tests, and tracked social analytics. I successfully advocated for the NYC OOH rollout, placing large posters near pizza hubs to catch our audience in their tracks and drive high-impact, real-world engagement.
The Outcome
Thousands of QR scans validated this sensory marketing vertical. It established a new creative tier for Phyla and earned our team expanded strategic input for future campaigns after the massive success of the NYC OOH rollout
The Initial Idea
While the phrase preceded me, I owned the design, AI food extensions, and OOH vertical. Our goal was to disrupt a flooded market by building brand trust over direct sales. I focused on shifting the narrative from blaming diet to questioning product efficacy, sparking a viral dialogue across NYC.
Marketing Campaigns
More From My Portfolio
Check out my other campaign designs
1 billion posts go live every day, let's make sure they stop scrolling
Let's make content they can't ignore
Owned and operated by ©Elevate Media Technologies LLC
Modified by Nicholas Alexis © 2026
1 billion posts go live every day, let's make sure they stop scrolling
Let's make content they can't ignore
Owned and operated by ©Elevate Media Technologies LLC
Modified by Nicholas Alexis © 2026
1 billion posts go live every day, let's make sure they stop scrolling
Let's make content they can't ignore
Owned and operated by ©Elevate Media Technologies LLC
Modified by Nicholas Alexis © 2026