Jack Black

PROJECT: Photo Art Direction

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 their fragrance collection, offering six unique scents in the form of cleansers, lotions, and more recently deodorants. With this growth in 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 images for each cleanser, lotion and collection for each fragrance. 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.

Big Sir Collection

Inspired by the rugged Pacific coast.

Blue Midnight Collection

A nod to the intrigue of the deep, dark blue of midnight.

JackZen Cleanser

Find your center with the soothing, zen-like fragrance.

Legacy Collections

An ode to the original and authentic scents that started it all: All-Over, Turbo, and Black Reserve.

Cleansers Collection

Every scent tells a story. What’s yours?