AVEDA
Greenlight sunlight
Aveda needed a 17-week summer campaign to spotlight Nutriplenish and its core benefits of UV protection and hydration. The campaign brought the concept of “greenlighting” sunlight to life through a cinematic world where sunlight filtered through lush botanicals, evoking the freedom of a UV-protected summer. Hydrated hair intertwined with superfood ingredients to create an aspirational visual language rooted in the energy of nature. The campaign generated a suite of creative assets and a comprehensive global guide for use across communication channels.
The launch film and supporting campaign imagery brought the greenlight concept to life, blending Aveda’s brand character with immersive scenes of nature to communicate nutriplenish’s plant-powered UV protection and hydration.
The campaign extended into a 17-week social content series spanning hair type education, ingredient storytelling, and Aveda’s brand mission. Each piece connected nutriplenish’s benefits of UV protection and hydration to the broader concept of greenlighting sunlight, creating a cohesive and educational brand experience.
The greenlight concept carried through every global campaign touchpoint, creating a distinctive and cohesive expression of nutriplenish across digital and retail.
SERVICES
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Creative Consulting
Creative Direction
Art Direction
Campaign Development
Brand Expression
Production Oversight
Creative Direction
Art Direction
Campaign Development
Brand Expression
Production Oversight
CREDITS
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Creative Direction / Jillian Frey (The House Of)
Created in collaboration with the Aveda creative team
Created in collaboration with the Aveda creative team
Beauty Photographer & Director / Jennifer Massaux
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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(IG) @THEHOUSE.OF
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