Palmer's IT'S THICC — Allie Lustbader

Client Palmer’s

Role Senior Art Director, Art Lead
Creative Strategy
Content Development
Production

IT’S THICC

Thin lotions? Yeahhh, they could never.
Palmer’s is the #1 Cocoa Butter Formula Lotion for a reason. It’s richer, creamier,
and thiccer than anything else on the shelf. And we’re going to prove it.

Enter IT’S THICC, a campaign that leans fully into Palmer’s Cocoa Butter Formula Lotion and its unapologetic texture, turning it into a rallying cry for self-love.

We dropped a hype reel celebrating real fans and their curves, swerves, and confidence, giving the brand a voice that’s as thicc as its formula.