Jack Black

PROJECT: Fragrance Collections Campaign Photography

When I started working at Jack Black, the brand had just two iconic body wash fragrances: Turbo Wash and All-Over Wash. These products were beloved by customers, and there was a substantial demand for fresh, new fragrances. In 2019, the brand launched its first new scent, Black Reserve, with enormous success. In response, Jack Black has been expanding the cleanser (and lotion) collection, offering six unique fragrances as of 2023. With this growth ing options over just a few short years, it was important to create unique visual campaigns for each scent that communicated the personality and helped the customer to imagine the aromas.

My role in this project was to collaborate with the in-house creative team, third-party photographers and stylists on a hero image for each cleanser at launch. The imagery needed to effectively convey the personality of each fragrance, allowing customers to imagine the aroma without having to smell it and understand the distinct difference of each offering. Once we had an initial hero image, we were also challenged to concept and art direct hero imagery for the lotion launch and collection shots. These images needed to feel unique to each launch, yet cohesive to the collection.