Sweden’s work extended beyond the ecommerce redesign into full-scale creative direction and campaign production for two major product launches. Each campaign was developed to translate Living Proof’s science-backed positioning into visually compelling, performance-driven storytelling across stills, motion, education, and launch content.
For Champagne Dry Volume + Texture Spray, the campaign On Full Blast combined hero model imagery, before-and-afters, macro spray motion, abstract lab-inspired product photography, how-to video content, and launch edits optimized across multiple aspect ratios.
For the Infinity Collection launch, All The Right Moves, Sweden led creative direction across a larger-scale production spanning five distinct hair type franchises. Deliverables included hero campaign stills, before-and-afters, application tutorials, movement-focused back-of-head video, texture-driven goop stills and motion, abstract lab photography, and franchise-specific launch edits.
• Science and education-led ecommerce design system
• Champagne Dry Volume + Texture Spray campaign: On Full Blast
• Infinity Collection launch campaign: All The Right Moves
• Creative direction across casting, hair, makeup, wardrobe, and styling
• Full-funnel launch content spanning still photography, motion, and educational assets
