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 vibrant ingredient storytelling, emphasizing juicy, tactile visuals that celebrated the real, natural ingredients behind each formula, resulting in a refreshed campaign system that felt more energetic, modern, and aligned with the brand’s approachable identity.