Paul Mitchell - Style File
The *Paul Mitchell Style File Series* was developed to showcase the full range of John Paul Mitchell Systems products across all its brands. Every other month, we release a fun, easy-to-follow hair tutorial featuring the products we want to highlight in stores and salons.
The project was initiated by our Visual Marketing Director, Bridget Kirby, who collaborates with the Brand Managers and Sales Team to select the products. From there, we team up with our award-winning in-house stylist, Joey Rodrigues III, to create a look. I work alongside Joey and our copywriter, Kaveri Navari, to develop the script. At the same time, I focus on creating mood boards, concepts, storyboards, and exploring logo/branding ideas.
Next, I partner with the Video Production Team to design and build the set, where I take on the role of director and manage all set-related materials. To save on budget, I improvised a shower setup in the studio to create a realistic environment. Once filming is complete, I provide the art assets and music selection to the Video Production Team and collaborate with them to review and direct the editing process.
