AVEDA
See sunlight in a new light
Aveda developed a vibrant summer campaign designed to bring sun-soaked inspiration to the season while heroizing nutriplenish, the brand’s premier UV protection collection. The creative direction balanced luxury and playfulness, pairing key ingredients with nostalgic summer scenarios to evoke a sense of carefree escape. Bright, expressive visuals celebrated the freedom of fully protected hair while inviting consumers to “see sunlight in a new light.” Thoughtfully woven throughout the campaign were reminders to make planet-pleasing choices all summer long. The final launch included a collection of print and motion assets alongside a comprehensive toolkit designed for flexible global use.
Nostalgic beach-themed environments and playful ingredient props transformed UV protection education into a chic yet approachable summer escape.
Bold, plant-infused imagery introduced Aveda’s vegan formulation across luxury editorial placements worldwide.
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 / Liz Von Hoene
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Concept-driven work, shaped with intention
The House Of — Founded by Jillian Frey
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