Paul Mitchell

Live Beautifully Campaign - Creative Direction

Photographer: Todd Mashard

Art Direction: Iris Arnaud

Media: Darren Tieste

For years, Paul Mitchell shot their imagery in a studio setting—until this campaign. For the first time ever, we took Paul Mitchell out on location, creating lifestyle imagery to connect to a younger consumer. By shooting in aspirational settings (including in a swoon-worthy vintage car), this campaign connected the product to daily life. I concepted the locations for the shoot, supervised wardrobe, makeup and hair direction, and oversaw all of the media.