When asked about my favorite piece of work, this always rises to the top. While spring was a smaller, non-ROI-driven moment for the brand, the concept strongly resonated with customers, driving an 85% increased engagement YoY on cross-channel paid campaigns.
Sally Beauty Spring Campaign
Covered five product categories in a single New York studio shoot, leveraging an on-set florist and live greenery coordinated to product colorways creating a spring visual system. Content was strategically designed to serve multiple moments, doubling as an Earth Day activation to support the launch of a new sustainable product, maximizing content longevity. A third set captured a Mother’s Day micro-moment featuring a mother-daughter trio.
Photoshoot
Pinterest activation
Executed a test-and-learn Pinterest social strategy, delivering 30+ hair and nail–focused static and video assets throughout the quarter. Captured dedicated on-set social video of talent actively using the product to maximize platform-specific performance, improve engagement efficiency, and create reusable, high-ROI content for ongoing optimization.
