Serious Bigtime x Curology

Creative Editing, Narrative Variations, Social Testing

The Curology Journey campaign centered on real skincare stories—personal transformations told through the lens of confidence and self-discovery. Featuring multiple subjects, the campaign aimed to connect authentically across a wide range of social audiences.

Serious Bigtime’s objective was clear: work with Curology to experiment with storytelling. We cut multiple versions of each subject’s story—varying tone, structure, and rhythm—then partnered with the Curology Team to A/B test across social platforms. It wasn’t just creative exploration for its own sake; it was strategy in motion, using narrative testing to identify what actually resonated in partnership with Curology's strategic vision.

To elevate the energy and speak directly to a digital-native audience, we leaned into a modern, dynamic style, focusing on adding personality, humor and playfulness to the journies—all designed to hold attention.

The final suite of videos wasn’t just visually & emotionally compelling—it was optimized to perform.

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