Goal
Luster’s Pink, a heritage brand known for its iconic OG Pink Lotion, sought to modernize its marketing approachwhile staying true to its long-standing legacy in hair care. The objective was to create a 30-second digital advertisement and supporting photography that refreshed the brand image and resonated with today’s diverse consumer base.

Concept
As Creative and Art Director, I developed the overall visual direction for the campaign. The approach balanced heritage with modernity—infusing monochromatic contemporary aesthetics while honoring the timeless appeal of the OG Pink Lotion. I shaped the campaign’s narrative to celebrate the product’s history while reintroducing it as a modern staple in hair care.

Result
I oversaw the entire production process—from concept development and shot planning to set styling, on-set direction, and final asset curation. Working closely with the production team, I ensured consistency and brand alignment across all deliverables. The resulting video and photography assets rejuvenated Luster’s Pink’s image, successfully positioning the OG Pink Lotion as both a classic and a contemporary favorite for a new generation of consumers.