Role: Strategy, Storytelling, Campaign Development

Created in response to the real-life Altadena fire, Beauty for Ashes is a nonprofit concept designed to restore confidence and dignity to women who lost their homes—through beauty, self-care, and emotional healing.

Our campaign was selected as the top project across two class sections and pitched directly to the real-life inspiration behind the initiative.

I contributed to the campaign’s protagonist story, emotional brand messaging, and creative activations, including the #BeautyUnbreakable challenge and influencer collaborations. The campaign emphasized resilience, empowerment, and community-driven healing.