CREATIVE DIRECTION & BRAND TRANSFORMATION
ART DIRECTION 360° · CAMPAIGN · PAID MEDIA STRATEGY
Monpure Ceramide Launch
Monpure sits at an interesting intersection - luxury haircare rigour applied to scalp health, a category that most prestige brands had largely overlooked. Founded on clinical science and a belief that the scalp deserves the same considered care as skin, the brand had built a loyal following, but its creative identity hadn't yet caught up with its ambition.
I was brought in to change that. The brief was a full creative transformation - new visual identity, a repositioning as a luxury, science-led authority in scalp and hair longevity, and a flagship campaign to launch it. The challenge wasn't just aesthetic. It was about making highly technical innovation - biomimetic ceramides, bond repair at the cuticle level - feel genuinely desirable, not merely credible.
The result was Monpure's first true 360° campaign under the new identity: model-led photography and video, CGI and animation developed in collaboration with the CEO and Head of Formulation to visualise the science, and still life work that held the product at the centre with the confidence of a luxury brand that no longer needed to explain itself. From shoot concept and on-set art direction through to asset production and channel rollout - paid social, PR, newsletter, POS - every touchpoint was built to the same standard.
CREATIVE DIRECTION & BRAND TRANSFORMATION · ART DIRECTION 360° · CAMPAIGN · PAID MEDIA STRATEGY
Monpure Ceramide Launch
Monpure sits at an interesting intersection - luxury haircare rigour applied to scalp health, a category that most prestige brands had largely overlooked. Founded on clinical science and a belief that the scalp deserves the same considered care as skin, the brand had built a loyal following, but its creative identity hadn't yet caught up with its ambition.
I was brought in to change that. The brief was a full creative transformation - new visual identity, a repositioning as a luxury, science-led authority in scalp and hair longevity, and a flagship campaign to launch it. The challenge wasn't just aesthetic. It was about making highly technical innovation - biomimetic ceramides, bond repair at the cuticle level - feel genuinely desirable, not merely credible.
The result was Monpure's first true 360° campaign under the new identity: model-led photography and video, CGI and animation developed in collaboration with the CEO and Head of Formulation to visualise the science, and still life work that held the product at the centre with the confidence of a luxury brand that no longer needed to explain itself. From shoot concept and on-set art direction through to asset production and channel rollout - paid social, PR, newsletter, POS - every touchpoint was built to the same standard.
“Superior Bond Repair.
For Real Results After One Use.”
CREDITS
Model Photography: Iulia David
Model Videography: An Shi
CGI Still Life & Animation: Normal Labs
Models: Jacqueline O, Charyl K, Molly S
MUA: Corinne Gibbons
Hair: Ashley Michael Graham
“Superior Bond Repair.
For Real Results After One Use.”
CREDITS
Model Photography: Iulia David
Model Videography: An Shi
CGI Still Life & Animation: Normal Labs
Models: Jacqueline O, Charyl K, Molly S
MUA: Corinne Gibbons
Hair: Ashley Michael Graham
CREATIVE DIRECTION
The campaign called for a new creative language - one that could carry the weight of a rebrand and the precision of a product launch simultaneously. I led the overall creative direction and integrated design for the full 360° rollout.
CGI CONCEPT
The science behind the product was genuinely remarkable - biomimetic, hair-identical ceramides working at the deepest level of the cuticle. Working with the CEO, Head of Formulation, and a CGI artist, we found a way to make that story visual: footage that was educational in substance but campaign-quality in feel, alongside supporting still life and animated assets.
ART DIRECTION
Concept development began in close collaboration with the Head of Marketing, shaping the visual approach across both still life and model shoots before we ever got on set. On the day, I directed stills and video across all formats, working alongside photographers and videographers to hold the creative vision through every frame.
CAMPAIGN ASSET DEVELOPMENT
With post-production complete, the work moved into full rollout - paid social, educational video, newsletters, infographics, POS. My team and I managed end-to-end production across every specification and channel, keeping the creative consistent from hero campaign down to the smallest touchpoint.
