I led the campaign’s creative direction and visual development from initial concept through final execution. Drawing from the product’s ingredients, textures, and expressive brand identity, I developed the visual strategy, mood board, color direction, styling, and overall campaign narrative. I directed the photography, model performance, product integration and composition throughout production, ensuring the still-life and beauty imagery functioned as one cohesive visual system. I then completed the compositing, retouching, and final image development across the campaign. This proactive campaign concept was independently developed and was not commissioned by DESIGNME Hair.