Moroccanoil
Campaigns across every touchpoint.
As a Senior Designer at Moroccanoil, I partnered across creative, photography, and production teams to develop campaigns, packaging, and launch materials for global product releases. My role spanned concept development, art direction, and execution across print, digital, and retail.
Campaign
Color
Depositing Masks
Launching color, differently.
A Stroke of Genius introduced Color Deposit Masks as a bold extension of the Moroccanoil line, highlighting both transformation and self-expression. The campaign centers on color as the hero, using expressive brush strokes to reflect tone, payoff, and creativity, while maintaining the brand’s clean, elevated aesthetic.
Art direction across still life and model photography
Inclusive casting aligned to product color range
Color strategy to emphasize product and transformation
Defining the visual direction.
Supported art direction on set across still life and model photography, shaping a visual approach centered on color payoff and transformation.
Casting and concept.
Casting focused on inclusivity, with each model’s hair color reflecting the product range to showcase versatility across tones and textures. Expressive brushstrokes, matched to each shade, are paired with the model imagery to visually reinforce the product’s color payoff and transformation.
A muted supporting palette was used to allow the hair color, brushstrokes, and product to stand out, keeping the focus on transformation and results.
Bringing color to print.
The campaign extends into print through a brochure that balances expressive color with clear product communication. Brushstrokes, color pairing, and clean layouts work together to highlight shade range, transformation, and product benefits while maintaining Moroccanoil’s elevated aesthetic.
Motion
Brumes du Maroc
Fragrance, in motion.
A cinematic, non-verbal introduction to Brumes du Maroc, using water, light, and movement to evoke the feeling of the fragrance. The bottle is submerged in a blue pool, with flowing fabric forming soft, petal-like shapes, while ocean cutaways reinforce a sense of place and atmosphere.
Created storyboards to guide visual direction and flow
Supported art direction on set during production
Ensured consistency from concept through final output
On-set direction.
Supported production on set, helping guide execution and ensure alignment with the concept.
Concept to execution.
Maintained consistency from initial idea through final output, ensuring the visual story translated effectively on screen.
From motion to print.
A printed card translates the visual language of the film into a still format, using the same sense of movement, texture, and atmosphere to introduce the fragrance. Designed as a launch touchpoint, it brings the concept into a tactile form while maintaining a cohesive look and feel.
Packaging
Seasonal & Product Packaging
Designed to stand out.
Working within an established global brand, I designed packaging across multiple product launches and seasonal collections while art directing product photography. Each collection introduced its own visual story while remaining consistent with Moroccanoil's premium identity.
Packaging design across multiple collections
Art direction for product photography
Consistent execution within brand guidelines
