AVEDA
Head into the thick of it
Aveda’s invati advanced is a highly effective hair growth line that called for a complete transformation. A concept rooted in the connection between nature and hair growth was developed to embody Aveda’s daring spirit. Every aspect of the invati experience was reimagined to create a modern, bold, cinematic world, brought to life through campaigns distributed globally. The two-year reinvention established invati advanced as Aveda’s top-selling line, demonstrating the power of natural ingredients to consumers experiencing hair loss or thinning.
Through symbolic imagery, bold movement, and dynamic storytelling, the cinematic launch film drew parallels between the power of nature and the beauty of hair, bringing the brand’s plant-powered approach to life.
The invati reinvention carried the brand’s visual world forward through new product launches, ingredient-focused storytelling, social motion content, and how-to tutorials.
Product photography brought invati’s key ingredient, turmeric, to life through bold imagery, dynamic bursts, and a sense of movement that captured the power of nature.
Hero campaign imagery captured the strength, confidence, and vitality at the heart of invati, creating a cohesive visual presence across campaign and in-store environments.
CREDITS
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Creative Direction / Jillian Frey (The House Of)
Created in collaboration with the Aveda team
Beauty Photographer & Director / Tom Schirmacher
Product Photographer & Director / Travis Rathbone
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Concept-driven work, shaped with intention
The House Of — Founded by Jillian Frey
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