Paul Mitchell ProTools
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.