PRAVANA
National & International Beauty Art Direction & Production
OVERVIEW:
Client: Pravana
Project: National and international beauty campaign art direction and production
Role: Art Director & Producer
Scope: Six-year remote and on-location production partnership
Responsibilities: Visual concept development, casting, crew and contractor coordination, budgeting, production, photography, video, and post-production
Deliverables: Art-directed photography and video campaign assets for print, packaging, web, social media, and email marketing
ART DIRECTION & PRODUCTION APPROACH:
Over a six-year partnership, Daryna served as Art Director and Producer for Pravana, translating campaign briefs into cohesive visual concepts and polished photo and video assets for national and international marketing.
She shaped the creative approach, coordinated internal teams, artists, stylists, talent, and contractors, managed budgets and production logistics, and led post-production to maintain a consistent visual standard across all deliverables.
REMOTE & ON-LOCATION PRODUCTION:
Campaigns were produced remotely from Daryna’s Jacksonville studio, with travel to the Henkel Creative Hub in Los Angeles for on-location shoots. This flexible model supported Pravana’s national and international campaign needs across locations.
CAMPAIGN DELIVERABLES:
Under Daryna’s art direction and production leadership, recurring campaign packages combined photography and video for print, packaging, web, social media, and email marketing. Each production translated Pravana’s brand aesthetic and campaign objectives into platform-ready visual assets.
PARTNERSHIP IMPACT:
The long-term relationship established Daryna as a trusted Art Director and Producer for Pravana’s campaign work. Her remote production model from Jacksonville, combined with travel to the Henkel Creative Hub in Los Angeles, gave the brand consistent creative leadership and flexible access to high-quality production across locations.
