BEAUTYINC AWARDS
Herbert Lacsina: Creative Direction, Design
Diana Chao: Motion Creative Director, Chao & Friends
Fred Camino: Animation, Chao & Friends
Zach Kaitz: Graphic Design
visuals and STAGE design for the 2025 beauty inc awards to CELEBRATE the year's best in beauty. The centerpiece featured a massive 145-foot panoramic stage installation with DYNAMIC visuals that mapped to the entire run of show.
WWD THE CATALYSTS
THE CATALYSTS IS WOMEN’S WEAR DAILY’S INAUGURAL SIGNATURE EVENT, LAUNCHED IN 2025 TO SPOTLIGHT LEADERS REDEFINING BEAUTY. IMMERSIVE STAGE AND SCREEN DESIGN GUIDES THE CONFERENCE EXPERIENCE THROUGH FOUR FLORAL CHAPTERS, EACH ALIGNED WITH THE DAY’S PROGRAM AND SPEAKER CONTENT.
Herbert Lacsina: Creative Direction, Design
Diana Chao: Motion Creative Director, Chao & Friends
Fred Camino: Animation, Chao & Friends
Zach Kaitz: Graphic Design
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A city-wide Geospatial AR experience that
turned Nyc into a playable digital environment.
This campaign synchronized LIVE NEIGHBORHOOD leaderboards with a flagship Times Square takeover, leveraging hyper-local data to spark friendly competition ACROSS NEW YORK.
SPACE INVADERS
Chad Shackelford: VP, Head of Digital Creative, OUTFRONT XLabs
Stephen Cohrs: Director, Creative Technology, OUTFRONT XLabs
Nick Orsini: Director, Digital Production, OUTFRONT XLabs
Zijian Yan: Sr. Creative Technologist, OUTFRONT XLabs
Nahuel Gorosito: Creative Technologist, OUTFRONT XLabs
Micheal Gribbin: Digital Live Data Manager, OUTFRONT XLabs
Bienvenido Cruz: ACD, OUTFRONT XLabs
Herbert Lacsina: Art Director, Content, OUTFRONT XLabs
Brittany Reeon: Digital Lead Motion, OUTFRONT Xlabs
In collaboration with Taito, Google, and Unit9
ARUBA TOURISM
ThE CAMPAIGN turned a freezing Times Square into a PORTAL to Aruba. DIGITAL screenS invited PEOPLE to escape the cold by ACTIVATING THE billboardS with their PHONe.
Pedestrians engaged in a "choose-your-own-adventure" journey, selecting from TROPICAL activities and broadcasting their personalized GETAWAY onto the iconic big screens.
Chad Shackelford: VP, Head of Digital Creative, OUTFRONT XLabs
Stephen Cohrs: Director, Creative Technology, OUTFRONT XLabs
Nick Orsini: Director, Digital Production, OUTFRONT XLabs
Zijian Yan: Sr. Creative Technologist, OUTFRONT XLabs
Nahuel Gorosito: Creative Technologist, OUTFRONT XLabs
Micheal Gribbin: Digital Live Data Manager, OUTFRONT XLabs
Bienvenido Cruz: ACD, OUTFRONT XLabs
Herbert Lacsina: Sr. Art Director, OUTFRONT XLabs
Brittany Reeon: Digital Lead Motion, OUTFRONT Xlabs
Renan McFarland: ACD, Deep Focus
Andrew Vuillemier: ACD, Deep Focus
Matt Steinwald: SVP, ECD, Deep Focus
OUTFRONTXLABS X MTA
CITY IN MOTION
RPM RACEWAY
XLABS QRADS
TRIVIA MOMENTS
AI-GEN PITCH WORK
Chad Shackelford: VP, Head of Digital Creative, OUTFRONT XLabs
Stephen Cohrs: Director, Creative Technology, OUTFRONT XLabs
Nick Orsini: Director, Digital Production, OUTFRONT XLabs
Zijian Yan: Sr. Creative Technologist, OUTFRONT XLabs
Nahuel Gorosito: Creative Technologist, OUTFRONT XLabs
Micheal Gribbin: Digital Live Data Manager, OUTFRONT XLabs
Bienvenido Cruz: ACD, OUTFRONT XLabs
Herbert Lacsina: Sr. Art Director, OUTFRONT XLabs
Brittany Reeon: Digital Lead Motion, OUTFRONT Xlabs
Matthew Becker: ACD, OUTFRONT Xlabs
Joey Chen: Art Director, OUTFRONT Xlabs
CREATIVE DIRECTION & DESIGN: HERBERT LACSINA
ANIMATION DIRECTOR & MOTION DESIGN: DIANA CHAO
ANIMATION: fred camino
DESIGNER: ZACH kaitz
PHOTOS: WWD VIA GETTYIMAGES
RIMMEL LONDON
our team Led the creative overhaul for Rimmel London’s North American social presence, pivoting the heritage brand from its legacy aesthetic to a more diverse and modern identity.
From initial concepting and styling to on-set direction, the work revitalized the brand’s visual language to resonate with a new market of beauty consumers.
Herbert Lacsina: Art Director
Seth Kelly: Content Creative Director, SVP
Sarah Betts: Senior Copywriter, ACD
Jen Vu: Senior Animator, Senior Content Creator
Courtney Harris: Senior Copywriter
Caroline Mortensen: Art Director
Jeremy Mack: Senior Producer
HENKEL
Social-first videos created in-house for Henkel'S GOT2B AND NATURE BOX, blending real people, genuine moments, and playful design.
Bright, pop-forward visuals and concise storytelling keep the work fresh, human, and built for the feed.
Herbert Lacsina: Art Director
Seth Kelly: Content Creative Director, SVP
Sarah Betts: Senior Copywriter, ACD
Diana Chao: Senior Content Creator, Senior Animator
Jeremy Mack: Senior Producer
CELEBRATING THE BRAND’S HEART: DIVERSITY AND FEARLESS ARTISTRY. THIS CAMPAIGN FEATURES A DIVERSE CAST EMBRACING BOLD SELF-EXPRESSION, SPEAKING TO A GENERATION THAT DOESN’T JUST FOLLOW TRENDS—THEY CREATE THEM. THE RESULT IS A SIMPLE BUT BOLD VISUAL LANGUAGE THAT PRIORITIZES INCLUSIVE STORYTELLING AND THE POWER OF INDIVIDUAL EXPRESSION.
Herbert Lacsina: Art Director
Seth Kelly: Content Creative Director, SVP
Sarah Betts: Senior Copywriter, ACD
Diana Chao: Senior Content Creator, Senior Animator
Jeremy Mack: Senior Producer
M·A·C
NEXPLANON
Ditch the clinic, embrace the vibe. We’ve replaced medical conventions with a playful and vivid pallete.
The direction strips away the heavy hand of traditional pharma, reframing birth control as a seamless, modern essential.
Herbert Lacsina- Art Director
Seth Kelly- Content Creative Director, SVP
Jen Vu - Senior Animator
Diana Chao - Senior Content Creator
Courtney Harris - Senior Copywriter
Kristen Cleghorn - Senior Art Director
Caroline Mortensen - Art Director
Jeremy Mack - Senior Producer
UNIVERSAL TECH
The work builds a brand world where students see themselves as elite automotive specialists entering a high-stakes industry.
Moving beyond the purely functional lens of technical training, the team injected a sense of cinematic aspiration into the Universal Technical Institute brand.
Herbert Lacsina: Art Director
Seth Kelly: Content Creative Director, SVP
Damian WIlkinson: Design director
Sarah Betts: Senior Copywriter
Diana Chao: Senior Animator
Jeremy Mack: Senior Producer
CENTRUM
DRAWING FROM THE BRAND’S ICONIC COLOR SPECTRUM, THE TEAM REINTERPRETED CENTRUM’S LEGACY IDENTITY THROUGH A SERIES OF SOCIAL CAMPAIGNS.
USING A SATURATED AND KINETIC VISUAL LANGUAGE, THE WORK REFRAMES DAILY WELLNESS THROUGH A MORE CONTEMPORARY LENS
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Herbert Lacsina: Art Director
Seth Kelly: Content Creative Director, SVP
Jen Vu: Senior Animator, Senior Content Creator
Laszlo Szloboda: Creative Director
Lara Polovina: Senior Art Director
Caroline Mortensen: Art Director
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We reached skeptical teens by transforming clinical tobacco-prevention data into surreal, 'weird' social content.
The offbeat, experimental aesthetic bypassed traditional lectures and cringe-inducing clichés, communicating the dangers of addiction without talking down to the audience.
FDA: THE REAL COST
Herbert Lacsina: Art Director
Seth Kelly: Content Creative Director, SVP
Diana Chao: Senior Content Creator, Senior Animator
Jen Vu: Senior Animator, Senior Content Creator
Kristen Cleghorn: Senior Art Director
Sarah Betts: Senior Copywriter, Associate Creative Director
Caroline Mortensen: Art Director
Josh Robertson: Senior Copywriter, ACD
Alex Krokus: Animator
Jeremy Mack: Senior Producer
Jeremy Lerner: Senior Producer
Laura Eve Engel: Senior Copywriter
Emann Odufu: Producer
Herbert Lacsina: Art Director
Seth Kelly: Content Creative Director, SVP
Sarah Betts: Senior Copywriter, ACD
DIANA CHAO: Senior Content Creator
JEN VU: Senior Animator
Courtney Harris: Senior Copywriter
Caroline Mortensen: Art Director
Jeremy Mack: Senior Producer
Trading dated drugstore tropes for a vibrant, editorial aesthetic, WE repositioned SALLY HANSEN as a beauty destination for a new generation of nail enthusiasts.
SALLY HANSEN
Herbert Lacsina: Art Director
Seth Kelly: Content Creative Director, SVP
Sarah Betts: Senior Copywriter, ACD
DIANA CHAO: Senior Content Creator
JEN VU: Senior Animator
Courtney Harris: Senior Copywriter
Caroline Mortensen: Art Director
Jeremy Mack: Senior Producer
