05 / Selected Work
The Portfolio.
Recognition: Cannes Lions · D&AD · Webby Awards · Clio · Shorty Awards
Martha × Clé de Peau Beauté — “The Thirst Trap”
She Was Already Iconic. We Just Let the Internet Catch Up.
Celebrity × Luxury Beauty
Overview
Clé de Peau Beauté had never touched TikTok. The stakes were precise: enter the platform without diluting a prestige legacy built over decades. The brief asked for a new generation of consumers. The real question was whether a brand synonymous with Japanese luxury could meet Gen Z on their terms without flinching.
The Insight
Martha Stewart had already gone viral on her own terms — a thirst trap selfie that stopped every feed it entered. “Gen Z loves a grey fox” was a top search term. The audience wasn’t waiting to be introduced to her. They were already obsessed.
The Execution
Ashley worked directly with Martha on strategy and copy to develop a five-part TikTok-first content series built around platform-native formats: ASMR, beauty tutorials, clone trails, trending transitions. Advertising best practices were embedded invisibly within in-app features, making every piece feel discovered rather than placed. The “Aunty” archetype ran through every piece as the campaign’s emotional spine: aspirational, irreverent, impossible to scroll past.
The Results
- 78 million total views across TikTok and Instagram
- 5 million views in the first five days
- 222% above beauty category benchmarks in brand lift (Kantar)
- 3B+ earned media impressions across 43 press placements
- #1 selling concealer in category, February 2022
- Most successful US market campaign in Clé de Peau Beauté’s history
Cannes Lions · Influencer Marketing Awards: Game Changer of the Year (Silver), Best ROI · Shorty Awards · Clio · 12+ international honors
Lactaid × Deutsch NY — “La La Lactaid”
A Brand Built on Restriction Learned to Sing About Joy.
Entertainment × CPG
Overview
LACTAID had a perception problem with the very people it needed most. Millions of women in their mid-30s to late-40s live with mild dairy sensitivity and manage it quietly every day. They do not call themselves lactose intolerant. They would not reach for a product that did. The brand needed to stop speaking the language of the medicine cabinet and start speaking the language of the table.
The Insight
The category had spent decades optimizing for the symptomatic. But the largest untapped audience wasn’t looking for relief. They were looking for permission: to enjoy what they wanted, easily, without making an announcement of their limitations.
The Execution
Developed under Ashley Rudder’s tenure as Chief Creator Officer at Deutsch NY, “La La Lactaid” introduced an original musical brand platform built around a single, irresistible hook: “You can have your milk and smile.” The campaign ran across TV, CTV, and social, designed so the song functioned as both mnemonic and mood. This was the creative anchor of a 7-year Deutsch NY partnership with Lactaid, Kenvue, and HP Hood.
The Results
- $1.5M annual revenue retained by rebuilding an at-risk account
- 3 of 4 campaign concepts approved in qual/quant testing vs. historical 1 of 4
- Repositioned the brand from medical necessity to everyday pleasure
- Established a repeatable musical brand platform across the full LACTAID relaunch
Part of the award-winning portfolio developed under Ashley Rudder’s CCO tenure at Deutsch NY. Recognized as a defining creative breakthrough within the Kenvue portfolio.
Lactaid × Deutsch NY — “Nicole Just Found Out”
She Found Out About the Flavors. Then She Found Out Her Husband Finished the Last Carton.
TV Spot × CPG
Overview
Most flavor campaigns announce. They list. They display. This one did something different: it dramatized the moment of discovery. Milk-sensitive women in their mid-30s to late-40s were already buying the brand. They just didn’t know how far the flavor range went.
The Insight
Discovery, when it hits the right person at the right moment, looks like mild disbelief quickly followed by something worse: finding out it’s already gone. The spot used two reveals in 15 seconds. The second one did more work than the first.
The Execution
Developed at Deutsch NY under Ashley Rudder as Chief Creator Officer, the 15-second TV spot centered on a single comedic double-reveal: Nicole just found out Lactaid ice cream is made with 100% real milk and cream, without the lactose. She also just found out her husband finished the last carton. Humorous enough to cut through in 15 seconds. Grounded enough in a relatable domestic moment to feel earned.
The Results
- Extended the LACTAID brand platform into new product territory without losing tone or target
- Resonated with core audience by dramatizing a relatable, previously unspoken discovery experience
- Reinforced LACTAID’s repositioning as a brand of abundance, not limitation
- Strengthened creative cohesion of the full Kenvue LACTAID relaunch
Part of the award-winning body of work developed under Ashley Rudder’s CCO tenure at Deutsch NY.
