DevaCurl Transformation

This campaign was created to revitalize and re-promote DevaCurl’s cleanse and condition line with a focus on their hero product—“No Poo Original”—one of the first suds-free, sulfate-free hair cleansers in the market.

We shot in studio to capture clean, airy visuals that highlight and focus on beautiful healthy hair. The product images balance the hair visuals with the incorporation of ingredients to reinforce the “good-for-you” ingredients and that beautiful hair starts with healthy hair.

Role/Deliverables

Art Direction of campaign visuals for all customer touchpoints; print advertising, in-store merchandising, digital assets and social media.

DevaCurl Brand Campaign 

A campaign to reinvigorate the brand and affirm its place as the curl authority.

To support DevaCurl’s core value of authenticity, real DevaCurl users were cast for the campaign. In addition to showing ethnic diversity and a range of curl types, the cast also included men, a first for the brand.

Role/Deliverables

Art Direction of campaign visuals for all customer touchpoints; print advertising, in-store merchandising, digital assets, and social media.