| Art Direction & Core Photography
SprinJene came with a strong product and a clear point of difference: organic, cold-pressed black seed oil, the heart of every formula.
What it needed was a visual language worthy of that story. I took on the full art direction and principal photography for the brand, building a creative system from the ground up. The direction was intentional: clean, bright, and confident.
Every frame was composed to communicate trust. Crisp environments, honest materials, and a consistent light quality that felt like a deep breath of fresh air to oral care.
| 'Total White' Product Design
When SprinJene decided to enter the whitening category, it was signalling a new chapter for the brand. I led the naming, packaging design, and launch of Total White, the brand's first hydrogen peroxide whitening toothpaste. Harmonized with the same core principles of our core black seed oil products.
The name was chosen for its clarity and confidence. The design followed the same logic: a dominant brand purple, a clear lid that invited transparency, and a silver tip that communicated premium quality at a glance.
| Social Media Content & Management
I oversaw the strategy, creative direction, photography, and day-to-day management of the brand's social output, developing a rotating library of over a hundred original images across several quarters.
During this time, I crafted an expanded 'formal' social approach to sharing the power of black seed oil and our natural ingredients, communicating their oral care benefits to consumers on an understandable level.
| Campaigns
I led the conception, art direction, and production for each major campaign activation. From Amazon Prime Big Deal Days promotions to ingredient spotlight series to spring cleaning giveaways. Each distinct in approach and strategy.
Please inquire for any further details on the selected campaigns below.
