Aveda needed a 17-week summer campaign to highlight their seasonal product, nutriplenish, and promote the core benefits of UV protection and hydration. The resulting campaign featured a breathtaking cinematic style that embraced a world of "greenlight," where sunlight filtered through botanicals, promoting a UV-protected adventure. Lush, hydrated hair mixed seamlessly with superfood ingredients, inspiring an aspirational look, voice, and spirit that transports you to a world of dynamic nature. The campaign resulted in a wealth of creative assets and a comprehensive guide distributed worldwide for various communication channels.