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.
Production
Art Direction
LOFI Content Capture
Strategy
Organic Social
Paid Social
Agency: The Charles Group
Creative Director: Samantha Edwards
Art Direction: Sydney Shaffer
Content Capture: Sydney Shaffer, Liam Speranza, Dani Kravette, Ramsey Bennett, Ashley Beard
Motion & Design: Sydney Shaffer, Sophie Yang, Maya Khalil, Allie Whitehead
Copywriter: Caroline McCann
Videography: Charles Billot
holiday & cyber week campaign 2023
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.
Production
Art Direction
Strategy
Organic Social
Paid Social
Agency: The Charles Group
Creative Director: Samantha Edwards
Producer: Rachel Rosenthal
Content Capture: Liam Speranza, Desiree Lange, Sydney Shaffer
Creative Lead & Design: Sydney Shaffer
Motion & Design: Sophie Yang, Maya Khalil, Allie Whitehead
Copywriter: Caroline McCann
botanical repair campaign 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.
Strategy
Paid Social
Organic Social
Agency: The Charles Group
Creative Director: Samantha Edwards
Creative Lead & Design: Sydney Shaffer
Motion & Design: Ramsey Bennett
Copywriter: Caroline McCann