Paul Mitchell Clean Beauty
Paul Mitchell Clean Beauty — Campaign Refresh & Launch Creative Direction
Paul Mitchell Clean Beauty introduced a new visual direction designed to elevate the brand’s premium positioning while creating a cohesive and modern consumer experience across launch touchpoints. As the line evolved following its initial release, the campaign required a refreshed creative approach that maintained recognition while strengthening storytelling and product appeal.
I contributed to the redesign and creative evolution of the launch campaign, helping refine the visual language across brand assets and consumer-facing experiences. My role included art directing product photography, developing shot lists, creating compositions, supporting packaging initiatives, and guiding imagery through final execution. Through thoughtful visual storytelling and elevated product presentation, the campaign delivered a cohesive identity across marketing and retail channels.
