• August 20, 2016

Professor, Alumna Collaborate On Movie Star?S Beauty Product Campaign

Riverside, Calif. (March 29, 2016) – Gwyneth Paltrow's new skin-care product line owes a touch of its advertising inspiration to a professor and an alumna from the College of Architecture, Visual Arts and Design at California Baptist University.  

Crème Collective, a beauty sales agency, was hired to create the ad campaign for Goop, which allowed Trever Hoehne ('06), assistant professor of graphic design at CBU, and alumna Kayla Adams ('10) to join forces on the project. Adams was the art director for the project and Hoehne was the photographer.                                                                                                                             

Adams, whose role in the Goop campaign was to determine how to best represent the product visually, started her career in 2011 by creating her own design studio that specializes in web, brand and print design before being hired on as the art director for Crème Collective. She has worked with online retailers including 31 Bits, Plum Pretty Sugar, and Raven + Lily. 

"It's always a dream to be able to work with clients who have great taste, and (Paltrow) is no exception to that," said Adams.

Adams said her experience at CBU helped build the foundation for her professional career.                  

"There's no doubt that I wouldn't be where I am today without the team that runs the design program [at CBU]," she said. "They've connected me with some of my current clients, encouraged me to grow my business, and have been my biggest supporters even though I graduated years ago. They gave me a great foundation that I've been able to build on as I've grown as a designer."

Hoehne and Adams have worked together professionally in the past and have come to appreciate each other's perspective.

"It is fun being able to work with someone you know and trust," said Hoehne, who is also a fashion photographer and has worked with clothing and jewelry companies including Oscar de La Renta and Nordstrom. "We share the same creative DNA in some ways. We know what to expect from each other and our visual styles pair very well."

Hoehne said Paltrow was amazing to work with.

"Because it was her campaign, she knew what she was going for," he said. "Sometimes these shoots can take 10 hours to actually shoot in studio. She got in front of the camera, and we probably took 20 frames because she was so good."