When L’Oreal acquired the premium hair care line ARTec, one of the first products to be launched was the Textureline professional series. I was brought in to shoot and direct the first brand spot in the product launch. Our concept was to keep the look very haute couture, yet clean and stylized, like the product packaging.

The high key, black and white grade we finally settled on was a great success with the heads of L’Oreal’s global marketing team, and the spot was shown both domestically and in Europe for the product launch.


Client - L'Oreal
Agency - MOB

Director - Evan Mathis
Editor - Shawn Killebrew