Client
Jergens x Trend Social

Location
Miami, Florida

Project Snapshot
I led creative direction for the Jergens Joy Club Creator Retreat, a three-day experience hosted at the Grand Beach Hotel in Miami Beach. The retreat brought together a select group of creators to celebrate the Jergens brand through immersive touchpoints, styled content opportunities, and evenings at some of Miami's most distinctive venues.

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Creative Vision
The brief was to make creators feel genuinely celebrated while keeping Jergens product at the center of every moment. Rather than a traditional press trip, the Joy Club concept gave the retreat its own identity, complete with a visual language, branded environment, and a sense of occasion that felt personal rather than promotional.

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Key Highlights

• Branded Welcome Experience: Creators arrived to a fully branded Joy Club check-in, complete with custom key card folders, a styled welcome desk, and a voucher for the hotel's espresso and gelato bar served in custom Joy Club cups.

• In-Room Design: Rooms were styled with custom Joy Club artwork, branded throw pillows, personalized embroidered robes, and mirror decals designed as organic content moments.

• Joy Club Creator Lounge: A private oceanview room transformed into the retreat's hub, featuring lounge seating, product display tables styled by scent and collection, a vanity for last looks, a craft cocktail bar, and a custom Joy Club neon sign as the hero backdrop.

• Bursts Pool Takeover: The rooftop pool was transformed into a Jergens Bursts dreamscape with branded floats, custom towels, and Joy Club-colored furniture and accessories.

• Soho House Miami Dinner: Night one brought the group to the private Library and Terrace at Soho House Miami, with custom drink tags, a Charm Bar activation, and a Fragrance Atelier where creators blended personalized scents to take home.

• Day Two Content and Casadonna Dinner: Creators spent the day between the lounge, pool, and a styled photoshoot, then traveled by private boat to Casadonna in Edgewater for a waterfront Italian dinner with a live fashion illustrator capturing each guest's look in real time.

• Day Three at The Standard Spa and Wynwood Walls: The final day began with a sunrise rollerblade session along the boardwalk, followed by a private boat transfer to The Standard Spa for lunch and spa treatments. The retreat closed with a dinner at Wynwood Walls, where creators collaborated with a local street artist on a custom Jergens mural before sitting down for a private gallery dinner.

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Impact & Results

The retreat generated significant organic content across creator channels, with every touchpoint designed to feel shareable without being forced. From the fragrance atelier to the Wynwood mural, the Joy Club world gave creators something genuinely worth posting about.