Paul Mitchell

40th Anniversary Campaign - Creative Direction

Photographer: Sarah Kahoe

Art Direction: Brad Holroyd

Media: Sarah Kahoe

To celebrate Paul Mitchell’s 40th anniversary, the brand wanted to highlight their commitment to no animal testing. With a nod to the past and a look to the future, I reimagined the iconic vintage ad campaign featuring a dove as a symbol of kindness and being cruelty free. I put a modern spin on classic images with fashion-forward  styling. (Of course, this shoot was animal welfare certified and no doves were harmed.)