This project was developed for Seda, a Unilever haircare brand, documenting the creation and launch of a new shampoo line co-created with digital influencers in Brazil. The assignment followed the project across multiple phases, from early concept development to the final launch campaign.
The work included behind-the-scenes documentation of the co-creation process, as well as the production of visual content during the campaign’s launch in Bahia. The launch phase combined branded events, influencer-led activations, and content creation in carefully selected scenic and visually distinctive locations.
One of the key challenges was maintaining visual coherence across different formats and moments, while adapting to fast-paced production schedules and multiple stakeholders. The approach focused on capturing authentic interactions, production dynamics, and the relationship between brand, creators, and environment, rather than relying solely on staged promotional imagery.
The resulting material was used across campaign communication channels, supporting the brand’s narrative around collaboration, creativity, and regional identity within a large-scale commercial launch.
