Aveda
botanical repair reanimation campaign 2024
The Charles Group produced a Before and After campaign for one of Aveda’s hero product lines, botanical repair™, focusing on efficacy, regimens, and expert testimonials. The Charles Group was tasked with producing a secondary photoshoot, as well as paid and organic social campaigns. During the shoot I led the lofi set, capturing iPhone content across 2 hero franchises.
Team: Agency: The Charles Group / Creative Director: Samantha Edwards / Art Direction: Sydney Shaffer / Motion & Design: Sophie Yang, Maya Khalil, Allie Whitehead / Copywriter: Caroline McCann / Videography: Charles Billot
Holiday 2023 / Cyber Week
Shot, strategized, developed and produced the paid and organic social assets for Cyber Week, part of Aveda’s 2023 Holiday campaign. The Charles Group produced an iPhone-only photoshoot with 10 iPhones shooting 5 models across 5 sets simultaneously.
Team: Agency: The Charles Group / Creative Director: Samantha Edwards / Creative Lead & Design: Sydney Shaffer / Motion & Design: Sophie Yang, Maya Khalil, Allie Whitehead / Copywriter: Caroline McCann
botanical repair reanimation 2023
Led the reanimation campaign for one of Aveda’s hero franchises, botanical repair™, including the launch of a new hero product. 70+ assets with a focus on curating a grid that highlighted statistics and claims.
Team: Agency: The Charles Group / Creative Director: Samantha Edwards / Creative Lead & Design: Sydney Shaffer / Motion & Design: Ramsey Bennett / Copywriter: Caroline McCann