Aveeno - Scalp Soothing Haircare
VOD, Social, Web
VOD, Social, Web
Casting
Art Direction
Design Direction
Motion Direction
Aveeno tasked Dept with creating a campaign for their new line of haircare that would resonate with the everyday rituals and diverse needs of real people. Working as an art lead I was tasked with bringing this vision to life through an integrated creative strategy.
From the start, my role was hands-on and collaborative: I advised on casting, worked closely with the director and stylists on set and oversaw a multidisciplinary creative post-production team creating an extensive suite of assets - from Video on Demand and Paid Social to Animated and Static Web Banners.
We shaped the visual tone of the campaign by balancing gentle, soothing aesthetics with evidence-based storytelling to build trust and clarity. In motion we’ve animated subtle, textural elements to reinforce a sense of calm and wellness, keeping the experience immersive without overwhelming the message.
We shaped the visual tone of the campaign by balancing gentle, soothing aesthetics with evidence-based storytelling to build trust and clarity. In motion we’ve animated subtle, textural elements to reinforce a sense of calm and wellness, keeping the experience immersive without overwhelming the message.
The production team and I put together narrative-driven video edits for VOD, designed modular layouts for paid social and web banners, all the while ensuring visual consistency and scalability across the digital touch-points.
The campaign elevated Aveeno’s identity in the haircare space, creating a ripple effect across their social engagement and digital presence.
The campaign elevated Aveeno’s identity in the haircare space, creating a ripple effect across their social engagement and digital presence.
