ROLE
Product Photography Art Direction
Videography Art Direction
Design
CREDITS
Creative Direction:
Nerissa Mclarty-Ritchie
Tia Art Direction:
Erin Kornfeld
Tia Photography:
Adam Rindy
Product Photography:
Rosalie Agency
4U by Tia | Mousse Launch
To support the launch of Soft Curl Defining Mousse, 4U by Tia needed a campaign that introduced a new styling product while clearly communicating its lightweight formula, curl-enhancing performance, and key ingredients. The creative direction combined product education with compelling visual storytelling to generate excitement and guide customers through the launch across the website, email, and social media.
Art directed the product photography and designed the launch campaign across the website, email, and social media. Developed hero imagery, educational content, and digital marketing assets that highlighted the product's benefits while creating a distinctive visual identity for the launch.
The creative centered on showcasing the product's lightweight texture and defining benefits through clean, modern visuals and educational storytelling. Close-up product photography, airy compositions, and ingredient-focused content worked together to highlight performance while helping customers understand how the mousse fits into their curl care routine.
