DevaFresh
For the launch of DevaFresh Scalp & Curl Revitalizer, we captured six real DevaCurl users with different curl types and lifestyles to showcase the product’s versatility of usage and benefits as a scalp soother and a curl refresher. We aimed to show the various times the product would be used to help extended hairstyles between wash days. The comprehensive shoot yielded a lot of content to support all channels for the product launch as well as provide visuals for DevaCurl’s inaugural presence at Essence’s CurlFest.
Role/Deliverables
Art Direction and design of campaign visuals for all customer touchpoints; print advertising,
in-store merchandising, digital assets, and social media.
Credits
Model photography by Josh Letchworth and Denise Bovee, Product photography by McKenzie Thompson
DevaFresh
product launch video
One in a series of videos created for organic and paid social media showing this multi-use product incorporated into
various lifestyles. Directed and produced by Ryan Marshall.
High Shine
For the launch of DevaCurl’s High Shine Multi-benefit hair oil, it was important to show the weightlessness of the product as oil is usually thought of as being heavy and weighing down curls. The art direction captured the shine and glow the product provides. The how-to videos also captured onset provided education on the two ways to use the product.
Role/Deliverables
Art Direction of campaign visuals for all customer touchpoints; print advertising, in-store merchandising, digital assets, and social media.
Credits
Model photography by Williams + Hirakawa, product photography by Adam Savitch.
High Shine
product launch video
30s launch video for organic and paid social media.
Directed and produced by Ryan Marshall.
Super Stretch
The launch campaign for DevaCurl’s Super Stretch Curl Elongating Styler focused on the velvety texture of the coconut oil-enriched formula. The innovative styler provides the moisture of a cream with the hold of a gel without weighing down curls.
Role/Deliverables
Art Direction of campaign visuals for all customer touchpoints; print advertising, in-store merchandising, digital assets, and social media.Concept, design and art direction of direct mail.
Credits
Model photography by Simon Burstal, product photography by Rich Begany.
