Giving people new reasons to play with color.

oVertone Haircare

Hair color can be a mood, an experiment, or a way to recognize yourself. At oVertone, those possibilities gave us plenty to work with.

As Senior Art Director, I developed concepts, designed campaigns, art directed photography, and filmed, edited, and animated social content. The work ranged from cocktail-inspired color kits to astrological shade pairings and everyday posts that helped people find their next color.

ROLE
Senior Art Director

RESPONSIBILITIES
Concept Development / Art Direction / Campaign & Digital Design / Photography Direction / Social Video Production / Video Editing / Motion Graphics / Paid Creative Variants

TEAM
Shanna, Creative Direction / Elise, Collaborative Art Direction & Production / Seth, Photography / Bailey, Video Production / Jess, Concept & Color Exploration / Social & Growth Marketing Partners

Color Stories

A new story for shades already on the shelf.

Excess inventory was the starting point. Shanna and the Marketing Director established the campaign premise: combine existing shades into custom color kits. Our creative team brought that premise to life through Color Stories, a cocktail-inspired collection built around mixing.

Every color has a story.

Stories, especially the colorful ones, are an integral part of the human experience. And who better to collect them than bartenders?

Against a colorful array of drinks and the welcoming comfort of a bar stool, we tell the stories of our mixologists through Wes Anderson-inspired camera language: a playful mix of stillness and motion, bold color, and moody atmosphere.

I wrote the campaign’s creative treatment and designed the campaign graphics, landing page, social, email, and video animations. Elise and I shared art direction and production planning, developing shots, directing talent, working through styling and props, making selects, and supervising edits together.

Meet the people. Find your mix.

The rollout moved between the bartenders and their creations. Personality-led features introduced the people behind the shades; product executions brought the jars, cocktails, and finished hair colors together.

On the landing page, the campaign shifted into practical guidance: what the shade looked like, which starting hair colors suited it, and how to adjust the mix.

During the promotional period, sales of the excess SKUs featured in the campaign reportedly grew by approximately 27.5%.

MODELS: ALEX JUMP, DAVEY ANDERSON, MICHELLE GLANCEY, LAUREN PAYLOR
HAIR: TAYLOR HOUSER
MAKEUP: ANNA CHRISTENSEN
NAILS: BASE COAT SALON
LOCATION: ROOM FOR MILLY

Astrology

Your Big Three, in color.

I noticed an overlap between people who explored identity through astrology and people who explored it through hair color. Between larger projects, I pitched a social experiment: pair Sun, Moon, and Rising signs with oVertone shades, then invite followers to share their Big Three.

I developed the concept and designed the activation, using hair textures, shade pairings, and celestial details to give each placement a color expression.

Across the initial Big Three posts, reported results were:

101K reach
1.98% engagement rate
(Approximately 111% above the feed average)

From a social experiment to a seasonal series.

After reviewing the response with our Social Media Manager, we expanded the idea into seasonal mini-campaigns featuring underperforming shades. I researched the signs and developed color associations, then designed the social, animated email, and Pinterest executions.

Consumer- and partner-submitted imagery brought the colors onto real people. Memes gave the series another voice: a little less polished, a little more familiar.

Social

Another day. Another way into color.

Between campaigns, Jess and I explored popular and seasonal color mixes, sometimes with suggestions from R&D. Those experiments became recipes, tutorials, animations, and posts that gave people something to try or a reason to laugh.

For Shade’Spiration, a recognizable color reference became a mix viewers could recreate. A pumpkin spice latte became a cup of flowing hair. Fader content turned product tips into a carousel, while short demonstrations showed products in use.

I designed the executions, animated graphics, and filmed and edited social-only content. I also partnered with Bailey on video production and worked with Seth on photography, often with Elise providing additional hand modeling.

Alongside organic social, I partnered with Growth Marketing to design creative variants for paid A/B tests. Across the work, the approach stayed close to the product: show the color, explain the possibilities, and leave room for play.

THE TEAM
CREATIVE DIRECTOR: SHANNA POLESOVSKY
ASSOCIATE CREATIVE DIRECTOR: JESSICA COLÓN
SENIOR ART DIRECTOR: WINNIE HEFNER
ART DIRECTORS: ELISE SCHMIEDER
VIDEOGRAPHER & EDITOR: BAILEY EVERS
PHOTOGRAPHER: SETH HARRINGTON
DESIGNERS: WINNIE HEFNER + ELISE SCHMIEDER
COPYWRITER: JESSICA COLÓN