ABOUT

A self-initiated haircare campaign exploring how a familiar mass-market brand can feel more elevated without losing what makes it recognisable.
For Avon Advance Techniques Ultimate Shine, I built the series around the product promise itself: shine, smoothness and movement.
The campaign moves through shower moments, wet hair, product texture and the final polished result, using rich plum and berry tones to give the whole story a more premium feel while still keeping it accessible.
The main challenge was making the transformation believable across the full sequence. Hair had to stay consistent through wet, damp and finished stages, while the shampoo, conditioner and spray kept their correct proportions and behaviour from frame to frame.
The result is a more editorial take on Avon haircare, with the performance of the product carrying the story rather than relying on a traditional before-and-after.