Jackie Frank is leading and shooting Ella Baché’s 2026 campaign. Frank is originally trained as a beautician in a salon working with Ella Baché products and now is the creative director on the brand’s next campaign, via her agency Be Frank Group.
“It really did feel like coming full circle,” Frank says.
Be Frank Group was founded nearly eight years ago, with Seed Heritage as its first client. Since then, the agency has steadily grown its portfolio, with Ella Baché underscoring the agency’s growing presence in the beauty space.
Before Be Frank Group, Frank spent decades in Australia’s media and cultural landscape as the founding editor of Marie Claire Australia.
“When Ella Baché CEO Pippa Harris asked if I would like to work on their 2026 campaign, it was a genuine honour,” said Frank. “Ella Baché was part of my professional life from the very beginning. To collaborate now, as they celebrate 90 years, felt too meaningful to say no to.”
The brief was clear: evolve the brand’s positioning without losing the trust and heritage it’s built over decades. The campaign aims to adopt a refreshed perspective which speaks to the conscious skincare consumer.
Video was central to the strategy, and the campaign needed a face with experience in beauty.
Model and entrepreneur Jess Gomes was chosen.
“Ella Baché has such a broad, loyal audience,” said Frank. “Jess sits right in that sweet spot — her age, experience and personality make her feel both aspirational and real.” She is also an Australian woman with global success, who has a unique story and who feels comfortable in her own skin.”
The campaign launched with a hero video featuring Gomes sharing her personal beauty rituals and reflections on confidence and self-acceptance.
For Frank, the project draws together decades of experience, from magazines to brand storytelling to running a creative business, and reflects the kind of work Be Frank Group strives to create.
The campaign was shot by videographer James Anderson, with stills by Manolo Champion.
