Director's Cut.  

AVEDA

Experience the beauty of UV-protected adventure with Aveda's Greenlight Sunlight campaign

Aveda needed a 17-week summer campaign to highlight their seasonal product, nutriplenish, and promote the core benefits of UV protection and hydration. The resulting campaign featured a breathtaking cinematic style that embraced a world of "greenlight," where sunlight filtered through botanicals, promoting a UV-protected adventure. Lush, hydrated hair mixed seamlessly with superfood ingredients, inspiring an aspirational look, voice, and spirit that transports you to a world of dynamic nature. The campaign resulted in a wealth of creative assets and a comprehensive guide distributed worldwide for various communication channels.

The Aveda brand's character is seamlessly blended with the nourishing benefits of plant-based UV protection and hydration, creating breathtaking immersive scenes.

Visuals captured a range of features to span 17 weeks of summer. New product launches, brand mission moments, hair type education, and key ingredient benefit stories were thoughtfully planned to maximize every moment on set.

Thoughtful casting with values-based brand standards highlighted the featured product’s unique benefits with coordinating hair types.

The campaign provided a complete package of dynamic assets, including paid media, organic social, and visual merchandising globally.

SERVICES

Art direction
Campaign development               
Concept strategy
Creative direction

CREDITS

Created in partnership with the Aveda creative team

 Beauty photographer / Director
Jennifer Massaux

 Product photographer /  Director
Travis Rathbone 

Please contact us for a full  list of  team  contributors

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