Recklessness and reformation | aesop
Role | Concept, copy, production development


A campaign promoting Aesop Hair Care, Recklessness and reformation introduced the range as one to care for hair’s natural expression, despite idiosyncrasies or seasonal agitation.

To complement product information, we created a visual expression of unruly hair using natural hair-like fibres with artist Takayuki Shibata, and captured imagery with photographer Takahiro Ogawa.

Arrangements of natural hair-like forms and textures were also displayed in Aesop stores, on digital channels, and through social content across the globe.

Retail, print, digital and social campaign