I art directed this campaign from early concepting through production and final execution, developing the graphic language that brought the trend-report idea to life. I leaned into an analogue, editorial feel, using Polaroid framing, handwritten typography, tape, pins and moodboard textures to create a consistent visual thread throughout the campaign.

I paired a trend-led butter yellow with blue tones that connected back to the haircare category, and sourced and adapted stock elements to build out the visual world while staying mindful of budget. Throughout production, I worked closely with stylists, photographers and video editors to ensure the design translated cohesively from the initial concept through to the final campaign.