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JOE FRESH

JOE FRESH

Spring 360 Campaign

Art Direction, Creative Direction, Design & Video Art Direction
American Express

American Express

360 Creative Direction

Creative Direction & Design
Kiehl's

Kiehl's

Social Media

Art Direction & Video Art Direction
CENTURION by American Express

CENTURION by American Express

Creative Direction

Creative Direction & Design
Joe Fresh Fall Lookbook

Joe Fresh Fall Lookbook

Art Direction & Design
"Fresh Face in 5"

"Fresh Face in 5"

Social Media

Art Direction & Video Art Direction
Unilever- Suave For Natural Hair

Unilever- Suave For Natural Hair

TVC, Social Media

Creative Direction & Video Art Direction
Urban Decay

Urban Decay

Campaign Concept

Creative Direction & Video Art Direction
JOE FRESH

JOE FRESH

Fall Video Campaign

Creative Direction & Video Art Direction
Unilever - Tresemme

Unilever - Tresemme

Digital & Social Media

Art Direction, Creative Direction & Design
Target Home social campaign

Target Home social campaign

Video Art Direction
Unilever - Tresemme

Unilever - Tresemme

Purpose Communications

Creative Direction
Missoni For Target

Missoni For Target

Design
TARGET DENIM Social campaign

TARGET DENIM Social campaign

Art Direction & Video Art Direction
Cosmopolitan Mag

Cosmopolitan Mag

Digital and Social Media

Art Direction, Design & Video Art Direction
JOE FRESH

JOE FRESH

Active Wear Campaign

Video Art Direction
"Make a Statement: Lips & Brows"

"Make a Statement: Lips & Brows"

Art Direction & Video Art Direction
Bushmills Whiskey

Bushmills Whiskey

TVC, Print and Social Media

Art Direction, Creative Direction & Video Art Direction
The Spark Magazine

The Spark Magazine

Art Direction & Design
Hugo Boss

Hugo Boss

Packaging

Art Direction & Design
LIFEWTR

LIFEWTR

Innovation

Creative Direction & Design
JOE FRESH  back to school

JOE FRESH back to school

Art Direction, Creative Direction, Design & Video Art Direction
EVERVESS -Pepsi Brand

EVERVESS -Pepsi Brand

Design
Target

Target

Home Social Content

Art Direction, Design & Video Art Direction
"The Art of Kajal"

"The Art of Kajal"

Art Direction & Video Art Direction
Michael Kors

Michael Kors

Packaging

Art Direction & Design
Cosmopolitan Magazine Beauty

Cosmopolitan Magazine Beauty

Art Direction
Dream Hotels

Dream Hotels

Design
sonia kashuk fall collection

sonia kashuk fall collection

Video Art Direction
Swarovski Optik

Swarovski Optik

Design
Target

Target

Beauty Social Media

Art Direction & Design
JoeFresh

JoeFresh

Spring Video BTS

Video Art Direction
LoRCA Studio

LoRCA Studio

Campaign 2016

Art Direction
Joe Fresh

Joe Fresh

Kids Spring Campaign

Art Direction, Creative Direction, Design & Video Art Direction
Lorca STUDIO

Lorca STUDIO

2015 campaign

Art Direction & Creative Direction
"Grand Bazaar Collection"

"Grand Bazaar Collection"

Art Direction & Video Art Direction
TARGET

TARGET

Women Apparel & Accessories

Art Direction
JOE FRESH

JOE FRESH

Summer Campaign Video

Creative Direction & Video Art Direction
MOSSIMO Suppply Co.

MOSSIMO Suppply Co.

Design
CHANEL

CHANEL

Paid Social

Art Direction & Creative Direction
"A Natural contour"

"A Natural contour"

Art Direction & Video Art Direction
JOE FRESH

JOE FRESH

Fall Campaign

Art Direction, Creative Direction & Video Art Direction
Michael Kors

Michael Kors

Social Men

Art Direction
JOE FRESH

JOE FRESH

Video Art Direction
Sonia Kashuk

Sonia Kashuk

Social Media

Art Direction
Emily Henderson for Target

Emily Henderson for Target

Art Direction & Video Art Direction
7up Refresh

7up Refresh

Design
SWAROVSKI ARCHITECTURAL ELEMENTS BOOK

SWAROVSKI ARCHITECTURAL ELEMENTS BOOK

Design
Origen Dubai

Origen Dubai

Design
JOE FRESH + Liya Kebede

JOE FRESH + Liya Kebede

Video Art Direction
Monet Rebrand

Monet Rebrand

Design
Cosmopolitan Video

Cosmopolitan Video

Video Art Direction
Swarovski Posters

Swarovski Posters

Design
International Flavors & Fragrances Brochure

International Flavors & Fragrances Brochure

Design
threshold Social Video

threshold Social Video

Art Direction & Video Art Direction
"Denim fit"

"Denim fit"

Art Direction & Video Art Direction
INTIMATES - TARGET

INTIMATES - TARGET

Art Direction
COSMOPOLITAN Mag Editorial Photo

COSMOPOLITAN Mag Editorial Photo

Art Direction
Men Fashion for Target

Men Fashion for Target

Art Direction
Patrick Cox Store

Patrick Cox Store

retail design

Design
Swarovski Collection Posters

Swarovski Collection Posters

Design
SleepWear -target

SleepWear -target

Art Direction
CALYPSO St Barth for Target

CALYPSO St Barth for Target

Design
KIDS - TARGET

KIDS - TARGET

Art Direction
Doha Hotel

Doha Hotel

Space Concept

Creative Direction & Design
Tulum Hotel

Tulum Hotel

Space Concept

Creative Direction & Design
SWAROVSKI renovation walls

SWAROVSKI renovation walls

Design
Monet Gift Guide

Monet Gift Guide

Design
Joe FRESH  Behind the scenes

Joe FRESH Behind the scenes

Video Art Direction

Unilever- Suave For Natural Hair

TVC, Social Media

Video Art Direction & Creative Direction

Context
Unilever/Suave decided to launch its first mass line of hair products for black hair.  The product was developed by testing all curly types making sure the product worked across the range of hair types. The market for these products is highly skeptical, therefore building trust and credibility was the priority in the communications. Cocreation was an important element of this product story: “Introducing Suave Professionals for Natural Hair. We have collaborated with over 5,000 women with wavy, curly, and coily hair to deliver a moisture-rich collection. Infused with pure coconut oil and natural shea butter, Suave Professionals for Natural Hair is a collection inspired by you, crafted for you because no one understands your hair the way you do.”


Ask
Launching campaign and social-first communications for the new line of products for curly Natural Hair, especially for black hair in the 3 and 4 type hair spectrum.


Approach
We communicated the benefits and the efficacy of these products by using real-life scenarios where the hair is put to test. One spot showcased care products and the second one the styling products. These "test" situations are commonly known as daily stressors of these hair types: humidity, wind, movement, cold. Realness was the principal criterion for the narrative. 

Using models and highly stylized photography was intentionally avoided since this stylized approach would remove first-hand testimonials as a way to create a connection between the brand and the audience. The campaign showcased influencers in the beauty hair space for black hair.  These women had the audience and credibility necessary to provide some reliability to this segment of the market. Video and social were the main media channels supported by organic influencers' posts

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