Hollywood
Beauty
Tea Tree & Rosemary Scalp Collection Campaign
Overview
Hollywood Beauty launched a new Tea Tree & Rosemary Scalp Collection and needed education-first, influencer-style visuals to support a global social media and e-commerce rollout.
While the campaign planning deck was developed by the internal marketing team, my role was to translate the strategic objectives into a cohesive, high-performing visual system across still and video assets.
Strategy Through a Visual Lens
Rather than simply executing a shot list, I approached this campaign through a structured visual strategy lens — translating each objective into a deliberate production decision.
Education
Close-up application shots
Texture highlights
Step-by-step regimen clarity
Ingredient storytelling
1
Lifestyle
Relaxed, seated styling moments
Natural environment details
Non-distracting props
Authentic creator feel
2
Conversion
Collection shots for e-commerce
Space for copy overlays
Final hairstyle hero image
"Get the Look" framing
3
Production Framework
Rather than simply executing a shot list, I approached this campaign through a structured visual strategy lens:
Campaign Deconstruction
1
Reviewed product benefits and ingredient story (Tea Tree + Rosemary)
Identified key education points within the regimen steps
Mapped content flow: Before → Application → Texture → Final Look
Visual Pillar Development
2
Mapped Education, Lifestyle, and Conversion pillars to specific shot types
Developed prop and lighting direction aligned to brand aesthetic
Built shot list sequenced around regimen narrative progression
Production Strategy
3
Structured shoot flow to capture narrative progression
Captured 9:16 vertical video assets optimized for Reels
Directed model performance to balance demonstration + relatability
Delivered global usage-ready assets aligned with 2-year licensing
On Set / Behind The Scenes
Content Mapping Grid
Every shot was mapped to a specific narrative purpose before the shoot began. Each frame follows the story of the regimen from start to finish.
Raw Frame → Social-Ready
Assets were composed on set with vertical distribution in mind. Intentional negative space accommodates text overlays and paid ad usage without post-production reworking.
What Was Delivered
Every shot was mapped to a specific narrative purpose before the shoot began. Each frame follows the story of the regimen from start to finish.
The Visual System in Action
The complete set of campaign-ready assets, built for multi-channel distribution from day one.
Video Ad
My Strategic Contribution:
—Creative Direction — concept-to-capture visual leadership
—Campaign Translation — brief to visual system execution
—Visual Strategy — pillar development and content flow mapping
—Platform Optimization — vertical format and copy-zone planning
—On-Set Direction — model, prop, and narrative progression
—Content Funnel Mapping — education → lifestyle → conversion
26 Assets Delivered
3 Visual Pillars
9:16 Platform Format
2yr Global License
