Tayloani - Thermocap Launch Campaign
Led art direction and production for Tayloani's Thermocap launch campaign — concepting, photography, social content, packaging, and video. Five-time award winner.
Year
2025
Scope
Art Direction, Production, Social Content, Photo Retouching, Packaging Design, Video Editing
Client
Tayloani
Overview
Tayloani's Thermocap is a heat-activated hair treatment cap — warmed in a microwave, which became the campaign's creative anchor. The brief: introduce an unfamiliar product to a skeptical market and make it feel intuitive, desirable, and fun.
Approach
I led art direction and production from concept through delivery. The creative hook — putting a microwave in a beauty campaign — leaned into the product's unusual activation method rather than hiding it. From there I handled photography, model retouching, packaging design, social content, photo ads, graphics, and re-edited the final video cut.
Outcome
Won five awards across two shows — two Davey Gold, one Davey Silver, and two W3 Silver (2025).
