Paul Mitchell

Color XG A Touch of Gold

OVERVIEW:

  • Client: Paul Mitchell

  • Project: Color XG A Touch of Gold

  • Role: Art Director, Creative Content Producer

  • Location: Studio in Jacksonville, FL

  • Duration: 4 weeks

  • Deliverables: 46 assets, including before-and-after, studio natural-light photos, and smartphone-filmed platform-native content.

ART DIRECTION & PRODUCTION APPROACH:

Paul Mitchell needed one campaign system that could support multiple marketing channels and cover key customer touchpoints. Producing the full asset library with one coordinated team helped maximize the production investment, make the most of the production schedule, and maintain visual consistency.

Portrait of a woman with voluminous curly brown hair wearing a white cutout top against a gray background

Daryna oversaw the project’s complete production lifecycle, from pre-production through final delivery. She served as the primary liaison between the client, modeling agency and the crew, managing all communication and coordination throughout the project.

Smiling woman with voluminous curly brown hair holding a purple and black hair color box
Smiling woman with voluminous curly brown hair holding a purple and black hair color box
Close-up portrait of a woman with long, voluminous wavy brown hair wearing a black top
Close-up portrait of a woman with long, voluminous wavy brown hair wearing a black top
Smiling woman with voluminous curly brown hair wearing a white cutout top against a light gray background
Smiling woman with voluminous curly brown hair wearing a white cutout top against a light gray background
Close-up portrait of a woman with voluminous wavy brown hair, hazel eyes, and gold hoop earrings against a light background
Close-up portrait of a woman with voluminous wavy brown hair, hazel eyes, and gold hoop earrings against a light background

She hired and coordinated the crew: stylists, makeup artists, wardrobe team, assistants, and post-production specialists; arranged the location and logistics; managed the schedule and budget; and photographed the campaign herself.

Back of a Paul Mitchell Color XG hair color box featuring “A Touch of Gold” shades, product details, and before-and-after photos.
Paul Mitchell Professional Hair Color XG box featuring a curly-haired woman and “A Touch of Gold” shade collection
Paul Mitchell Professional Color XG hair color products, developers, color swatches, and shade chart
Paul Mitchell Professional Color XG hair color products, developers, color swatches, and shade chart

The project delivered a package of assets, including before-and-after images of models, studio and natural-light photos of models, social media assets.

The final visual system supported the product launch across omnichannel touchpoints—including web, organic and paid social, retail, packaging, point-of-sale materials, and PR—while maintaining a consistent narrative throughout.

Portrait of a woman with long, voluminous wavy brown hair wearing a black cutout top and acid-wash jeans
Side-by-side portraits of a woman with voluminous frizzy hair and defined curly hair, both wearing white tops
Side-by-side portraits of a woman with voluminous frizzy hair and defined curly hair, both wearing white tops
Side-by-side portraits of a woman with long wavy hair before and after styling, wearing a white top.
Side-by-side portraits of a woman with long wavy hair before and after styling, wearing a white top.