Aveda
The ask: Create a campaign that introduces Aveda to a new, younger audience.
The work: Most people didn’t know that back in the ‘70s, before it was cool, before greenwashing, and before other companies cared, Aveda created products with purpose. So, we breathed life into your mom’s favorite brand and built our campaign around Aveda’s most impressive and authentic ingredients: naturally derived beauty products, recycled materials, cruelty-free testing, and wind-powered manufacturing.
My role: I helped develop the campaign concept and wrote the commercial script, brand manifesto, print assets, and social copy.
Brand manifesto
Print ads & commercial spots
After interviewing each model on set, we created videos and print ads to highlight her core ingredients (passions, traits, identifiers) alongside her corresponding Aveda product and its natural ingredients.
Social
In-store
The team:
ECD: Sara Worthington
Design: Meg Smart, Jae Who
Copy: Rachel Landau