Following Nutrafol’s packaging refresh, I led the art direction for a brand lifestyle photo and video shoot designed to evolve the brand’s visual identity and bring the new look to life. As lead art director, I oversaw the project from concept through final delivery, including casting, location selection, shot-list development, visual references, and on-set photo and video direction. I also guided post-production across editing, color, and retouching to ensure a cohesive visual system across every asset.

The campaign was created to scale across the full customer journey, with content appearing across digital, television, print, out-of-home, paid advertising, and retail.