FAWNE BERKUN
CREATIVE DIRECTION. DESIGN
Joico could not have found a brighter star to partner with than Kate Hudson. As CD, on this project, I created the campaign line and, with an awesome team, took the creative from concept to completion. I love that the campaign tag lives both on a product level and as an awesome hair mantra—giving a platform to the idea that Joi- like life, is what you make of it,
Find Your JOI
Above is the 15 second edit. In addition, from the same shoot, we created a longform :45, 6 product videos, 2 new product launch videos, Social and BTS content, and stills for web, in-store, POP, and social. Separate content was developed to target consumer and professional audiences.
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