Aveda is a prestige hair care brand. As their AOR for global strategy, content, design, we help them create campaigns, assets, and productions for their various hair care product lines. We assisted in driving sales through Instagram checkout, brand.com and their various in-store salon retailers.  In our research we have learned that in order to drive purchases we must educate our consumer as to why Aveda is the top hair care brand for them, in addition to which product is best for their hair type. Since Aveda carries numerous different haircare lines for different types of consumers we created different types of content to fit each of the different audience’s needs. Through our continued social and digital content creation and following each platforms’ best practices Aveda has been the top performing social account for Estee Lauder. This accounts for engagement, in-app purchases, and brand.com visits. 

Conceptualized and executed all social content for organic and paid media. Created content media plans and rollouts for new and existing product lines and launches. Created and strategized on influencer creator campaigns. Lead pre-production, on set social creative lead and Art Director, and post-production edits and animations.  Animated, designed, and lead team to adhere to brand look and feel. 

Art Direction // Paid Media // Creative + Social Strategy // Organic Social // Brand.com // DTC Email

Creative lead worked in tangent with copywriter; oversaw team of 5 designers and reported to CCO.

Before / After Content

To revamp Aveda’s before and after content on brand.com we executed a full service production featuring iphone-first social content, high fashion and editorial inspired images, and high resolution video to prove efficacy and demonstrate trust to our consumers. By creating evergreen content for both brand.com and social use we were able to elevate and design for the present day consumer.

I led and executed the social content capture shoot for before and after images for all models on set in addition to leading how-to tutorials featuring the Aveda Artists. All content captured will be utilized for both social-first and motion-first messaging pillars, specifically TikTok and Instagram. In addition these assets will be used on brand.com and ecommerce retailers to to being featured for ecommerce and brand.com to update their existing PDP images and product pages and enhance the customer experience.

Before and After Brand.com PDP

Organic Social // Tiktok + IG Reel
Art director, conceptualized and executed all content . Animated, designed, and lead brand look and feel. 

Organic Social // IG In-Feed + Motion
Art director, conceptualized and executed content. Animated, designed, and lead brand look and feel. 

Aveda Essentials Event

For the Aveda Essentials Events, the once-yearly sale of Aveda products, we created a campaign to tease, launch and remind our audience of the limited-edition sale. Through our research and strategy we ideated and executed a production in which we created the assets to use for the campaign. Expanding on Aveda’s current creative and brand identity these assets modernized, diversified, and enhanced Aveda’s ever-growing product line.

For this campaign we created a social-first exclusive sale through Instagram Checkout which drove $29.4K in sales from 9/16-9/21 on IG Checkout. Aveda saw +243% increase in new buyers on Instagram Checkout made directly through the platform ecosystem, in addition to an increase in brand.com visits and purchases. 

Paid Media Campaign // Organic Social // Brand.com
Art director, conceptualized and executed all social content for organic and paid media. Animated, designed, and lead brand look and feel. 

Aveda Color Campaign

With using client-provided imagery from their color shoot, we created TikTok, Reel, and organic Instagram Stories and In-Feed Posts to showcase Aveda’s abilities as a leader in the hair color world.

Organic Social // Tiktok + IG Reel
Art director, conceptualized and executed all content. Animated, designed, and lead brand look and feel. 

Organic Social // IG Story