BOUVI HAIR CAMPAIGN
Production & Creative Direction
I produced and creative directed this multi-model campaign for BOUVI Hair, bringing a cohesive vision to an Indigenous-owned, woman-owned Canadian luxury hair extension brand. Designed to generate three months of marketing assets in a single shoot day, the project required comprehensive production management and meticulous creative oversight.
Development spanned the full creative concept and production package, including the pitch deck, shoot brief, call sheet, master production schedule, hair and makeup timing breakdowns, separate photo/video shot lists, and a video direction board.
Model casting and logistics were closely coordinated with BOUVI’s founder, while hair and makeup timing was planned with the stylists to optimize styling workflows, minimize downtime, and maximize shooting efficiency. Dedicated windows were built into the timeline for group shots, behind-the-scenes coverage, and short-form video content to expand the campaign library.
On set, I directed the creative team and talent, guided still and video execution, managed production flow, and adapted to real-time constraints to keep the shoot on track.
The campaign delivered 25 still images alongside on extensive collection of short-form videos showcasing multiple models and styled looks. Together, the assets highlight the colour, blend, density, length, and texture of BOUVI’s extensions and keep the brand aesthetic consistent across all marketing channels.
