Glow Lab wanted to own ‘me-time’ but needed a fresh angle to stand out in a crowded self-care category.

We created The Glow Lab Dark Shower, inviting Australians to dim the bathroom lights and take a mindful moment. By reframing the everyday shower as self-care, we showed how Glow Lab products bring calm and clarity to daily routines.

I art directed the shoot and event and helped develop the creative concepts alongside Creative Director Tom Manning.

The campaign was amplified through influencer content, a media launch, and owned and paid films, turning the Dark Shower into a must-try self-care trend.