lactaid creamers launch

 A show-stopping campaign for LACTAID’s newest star

LACTAID wanted to make a splash with their new line of lactose-free creamers. I led the creative team from concept refinement through asset delivery — executing a paid social and display campaign to drive awareness and position the product as our audience’s go-to creamer.

Challenge & Insight
LACTAID needed to break into the coffee creamer category with a new product line targeting multicultural women ages 25-45 who prioritize both quality and the emotional experience of their daily coffee routine. Our insight showed that most people don’t actually like the taste of coffee and want their creamer to turn it into a delicious morning treat.

The Campaign: "Star of the Show"
We developed a campaign that celebrates the joy of transforming your coffee routine with LACTAID creamers through a modern Motown-inspired soundtrack, girl group casting, colorful lighting and a retro-glam wardrobe reflecting the product flavors. This campaign embodies the joy and authenticity that the product brings to every sip.

Our hero spot ran across Instagram, Facebook and YouTube on feed, story and reel placements.

Production Process
I managed the production from end to end, including:

  • Concepting, storyboarding and client presentations

  • Pre-production planning, director bid process and location scouting

  • Talent casting, wardrobe and set design

  • On-set creative direction for motion and stills shoot

  • Post-production process, music, voiceover casting, video editing, color grading, stills retouching and asset optimization

With this “coffee creamer haul” for TikTok, we leaned into the creator-led nature of the platform.

Campaign Launch and Results

The campaign launched in April 2026 across Facebook, Instagram, TikTok, YouTube and programmatic display. Performance tracking will measure awareness lift, engagement rates and trial conversions.

Key Takeaway

By grounding the product launch in cultural authenticity — modern Motown music, girl group energy and multicultural representation — we created an emotional entry point that transcends functional product messaging. The platform-specific approach ensures that the campaign feels native wherever our audience encounters it, whether through polished production (Instagram/Facebook) or creator authenticity (TikTok).

This YouTube bumper touted product benefits in a punchy six-second spot.

Our display ads ran in multiple sizes and emphasized the product’s key benefits.

Campaign Photography