Redefining legacy
by centering resistance.
L'ORÉAL DARK & LOVELY–FADE RESIST
Role: Associate Creative Director, Art Director
Agency: 19th & Park Agency
OBJECTIVE–
Refresh 10 Fade Resist Color Box designs with diverse, modern visuals and develop a 2021 consumer-facing brand campaign and strategy.
As part of the leadership team, I co-developed the campaign strategy and name Rise and Resist, a concept rooted in hair color’s transformative ability to deliver a surge of courage to express yourself truly. I spearheaded the reimagining of casting with a focus on inclusivity, thoughtfully pairing a diverse range of complexions with unexpected hair colors and styles. This approach challenged the status quo, while elevating the brand’s identity. The final aesthetic offered a bold, contemporary take for the heritage brand.
I conceptualized and developed the social campaign for the launch of Dark & Lovely’s Fade Resist hair color line, crafting the look and feel, key art, and designed a cohesive suite of social assets. Serving as the on-set creative director, I ensured every detail aligned with the brand’s refreshed visual language.
The result was a vibrant and engaging campaign that resonated with the target audience and showcased the brand’s evolution.
