I led creative concept, art direction, and design for the launch campaign of Hairitage by Mindy McKnight's Next Gen shampoo and conditioner collection, redefining the brand’s visual direction. Working from scent-driven personas I helped develop, I shaped a campaign concept that captured the personality of each fragrance through playful, expressive model imagery and juicy, tactile ingredient storytelling.

The fresh art direction resulted in a refreshed campaign system that felt more energetic, modern, and aligned with the brand’s approachable identity.