Moroccanoil Digital Art Direction: The 12 Days of Gifting

Before the 2016 Holiday season officially began for consumers, I had been thinking about it and planning for months. This was because I was tasked with implementing the creative + design direction for Moroccanoil's 2016 Digital Holiday campaign.

From start to finish, I brainstormed + purchased props, spent hours doing crafts + scouting the prettiest glitter, designed an extensive creative brief for the project, then finally led a 2-day photoshoot with a photographer and stylist. I also handled giving retouching notes to the photographer and finalizing the files for web so they could ultimately be used for e-commerce, social media + our website. And it was honestly such an amazing learning experience. I had a blast!

For each day of the 12 Days of Gifting, when a customer spends $65+, she will get a free gift with purchase. I had to be mindful of the order of each free gift, especially in terms of the backgrounds, so that there weren't days back-to-back that both had blue backgrounds, for instance.

I strived for this shoot to include fun, playful + bold pops of color to lure the young Moroccanoil customer into our product line. The campaign was very successful and generated 30% more sales than the previous year's 12 Days campaign. Feel free to dive in + explore each colorful image below! You can view other assets from this campaign in my portfolio.

Photography: Gregory Reid; Art Direction: Kaitlyn Richert; Prop Styling: Angela Campos.