The Goop Lab (Netflix)

Creative Direction • Marketing Strategy • Event Design • Social Campaign Concepting 

I was tasked with developing the creative platform, positioning and strategy for the launch of The Goop Lab with Gwyneth Paltrow. The brand’s unorthodox approach to health and wellness made the show a target for negative press. This presented us with a marketing challenge: how do we use the controversy around the show to generate a thought-provoking conversation around female sexuality? I did this by creating key art that was both meme-able and memorable: Gwyneth inside the image of an abstracted vulva. The iconography went viral on Twitter, generating millions of impressions, and being dubbed “the most polarizing streaming marketing in years” by AdWeek. The key art was later adapted into a floral vulva wall for the premiere, which was widely covered by the press.