Promoting the red shades in Dark & Lovely’s extensive offering of rich hair color, I was tasked with leading the artistic direction of this photo and video campaign from storyboard conception to execution. The theme of this campaign is to encourage consumers to embody a bolder, edgier alter ego—with epic hair color transformations as the catalyst. Transformations are depicted in a paid media ad and three shade-specific scenarios.

(Cinematography: Jean Paul Dia, Editor: Sean Devaney, Agency: Prime Content, Photo: Malike Sidibe)