Oribe Haircare

Translating product performance into campaigns shaped by art and place.

Oribe regularly partners with artists and makers whose work reflects the brand’s commitment to craft and design. Working directly with the marketing team, I concepted, produced, and photographed campaigns for product collections, seasonal launches, and artist collaborations.

Across more than fifteen campaigns, I translated both artist collaborations and core product lines into distinct visual worlds — developing concepts and directing shoots that connected the brand’s design language with product performance. The resulting imagery supported the brand across digital, e-commerce, social, partner retail, in-store displays, and print.

Context |

Each campaign began with a central idea drawn either from the collaborating artist or from the product itself. For the annual holiday collections, the visual worlds echoed the language of the artwork — recreating a Japanese onsen to anchor Aoi Yamaguchi’s calligraphy, drawing from the colors and architecture of Jaipur for the Block Shop collaboration, and referencing the landscapes of the American Southwest behind Rowan Harrison’s motifs.

Beyond the artist series, the same approach shaped broader product storytelling. Collections were photographed within environments that visually expressed their benefits (either built in studio or discovered on location) such as evoking tropical humidity for the Moisture & Control line at the Sheats-Goldstein Residence or capturing summer travel essentials at JFK’s TWA Hotel.