Director's Cut   

AVEDA

A summer campaign that shines a light on UV protection and planet care

Aveda was looking for a unique summer campaign that brought sun-soaked inspiration to a busy season while heroizing nutriplenish, Aveda's premiere UV protection product. The creative solution perfectly balanced luxury and playfulness by combining key ingredients with scenarios that evoked nostalgia. Visuals brought the newfound freedom of fully protected hair to life and inspired consumers to “see sunlight in a new light.” Naturally woven into the campaign were thoughtful reminders for consumers to make planet-pleasing choices to summer at their best. The campaign launched with a collection of print and motion assets and a comprehensive guide created a toolkit for flexible global use.

Nostalgic beach-themed backgrounds and playful ingredient props created a chic yet approachable vibe for UV protection education.

Aveda announced its Vegan product status using the campaign’s bold plant-infused imagery in high-end editorials worldwide.

SERVICES

Art direction
Campaign development               
Concept strategy
Creative direction

CREDITS

Created in partnership with the Aveda Creative team

Photographer / Director
Liz Von  Hoene

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