Paul Mitchell - Style File

Style File — Retail Campaign & Integrated Brand Experience

Style File was developed as an ongoing retail campaign designed to support product launches and drive in-store engagement across corporate and professional beauty channels, including BSG, SalonCentric, Cosmoprof, and John Paul Mitchell Systems. Released on a bi-monthly cadence, each campaign highlighted featured products through cohesive storytelling and immersive retail experiences.

I led creative development from concept through execution, contributing to campaign strategy, visual concepting, and overall art direction. My role included developing campaign narratives, shaping the visual identity for each launch period, directing video content, creating shot lists, overseeing on-set styling, and producing supporting creative assets across retail and marketing channels.

In addition to campaign execution, I helped build scalable brand systems that ensured consistency across print, video, merchandising, and promotional touchpoints while creating fresh and engaging experiences for each launch cycle.