Paul Mitchell ProTools

Creative Direction

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Photographer: Benjo Awars

Art Direction: Jenna walsh

Digital Art Direction: Stephanie Voves

Media: Darren Tieste

 

This campaign was a departure from Pro Tools’ previous branding, which was targeted to professional hairdressers. For this shoot, I wanted to show consumers how easy it is to use the tools and their versatility, melding a lifestyle shoot and quick DIY tutorials. I oversaw creative direction for stills and media assets, which were widely used on the website and on social channels.