Jack Black

PROJECT: Hair Care Line Extension Campaign

In 2023, Jack Black expanded its hair collection by introducing three specialty products. The launch featured an Exfoliating Scalp Scrub and Shampoo for dry scalp and product buildup, a Hair Density for thin, flat hair, and a Leave-In Balm for frizz, flyways and dryness. Because all three products launched at once, we had the challenge of educating customers about the distinct features of each.

My role was to design and execute a comprehensive marketing campaign to ensure customers fully understood the uniqueness of each new product. This campaign encompassed the creation of a custom landing page, a series of informative emails, and eye-catching social ads and organic social images.

This project involved close collaboration with our in-house creative team, which played a crucial role in art directing the hero visual, product smears, and solo shots for each product. The hero image prominently featured the distinctive green packaging that is exclusive to the JB hair care line. We incorporated swirling green ribbons as an artistic nod to flowing hair, a visually engaging representation of the product's benefits. Additionally, we collaborated with a third-party agency for a larger photoshoot of the product line. Effective communication and feedback ensured that their photography seamlessly complemented our campaign's visual language.