AVEENO: Global Masterbrand Refresh – Photography Direction
Aveeno tasked us with redefining its visual identity on a global scale—ushering in a new era of modern, emotionally resonant skincare storytelling. This masterbrand refresh called for a complete overhaul of Aveeno’s imagery system, designed to unify markets, reflect scientific credibility, and celebrate the brand’s deep love for skin in all its forms.
The scope was expansive: hundreds of assets across global channels, each crafted to represent the full spectrum of real skin—across shades, ages, textures, and lived experiences. From acne and hyperpigmentation to scars, stretch marks, and pregnancy, we cast a truly diverse range of models and skin types, with a particular focus on inclusion and authenticity.
Our photographic direction centered on elevated macro imagery that felt intimate, sensorial, and real. Skin was captured post-transformation—hydrated, glowing, and healthy—to hero Aveeno’s product benefits. A wide range of finishes (wet, dewy, luminous) added depth and desirability, while subtly scientific styling grounded the visuals in Aveeno’s trusted dermatological heritage.
Aveeno tasked us with redefining its visual identity on a global scale—ushering in a new era of modern, emotionally resonant skincare storytelling. This masterbrand refresh called for a complete overhaul of Aveeno’s imagery system, designed to unify markets, reflect scientific credibility, and celebrate the brand’s deep love for skin in all its forms.
The scope was expansive: hundreds of assets across global channels, each crafted to represent the full spectrum of real skin—across shades, ages, textures, and lived experiences. From acne and hyperpigmentation to scars, stretch marks, and pregnancy, we cast a truly diverse range of models and skin types, with a particular focus on inclusion and authenticity.
Our photographic direction centered on elevated macro imagery that felt intimate, sensorial, and real. Skin was captured post-transformation—hydrated, glowing, and healthy—to hero Aveeno’s product benefits. A wide range of finishes (wet, dewy, luminous) added depth and desirability, while subtly scientific styling grounded the visuals in Aveeno’s trusted dermatological heritage.
Client // Aveeno
Project // Master Brand Photography
Photographer // Amy Harrity
Creative Directors / Juliana Gutowski, E. Anthony
