Hyping the relaunch of Aveda's two most classic aromas – Rosemary Mint and Shampure.
Art Direction . Video Capture . Video Editing
Aveda relaunched their signature aroma lines Rosemary Mint and Shampure and needed to renew its audience’s excitement around these classics on social media.
My team and I created a storyline that focused on the sensorial aspects of the two complimenting lines – invigorating for Rosemary Mint and calming for Shampure.
I set the creative vision for brand photo and video content by building mood boards and shot lists to define visual style, then directed content partner Bethany Birnie through production to ensure every asset matched brand aesthetic.
There was still one problem: no hero piece of content for the new launch. With no budget left, I shot and edited a story about how calm and invigorated aren't opposites, but two complementary sides of who we are.
