Moroccanoil | Airy Moisture Campaign

Service

Creative Production

Moroccanoil partnered with The Concierge Agency to renew the creative direction for the Airy Moisture range ahead of its 2025 release across Asian markets.

The brief was to develop a fresh visual identity that clearly communicated deep hydration, weightless moisture and a silky finish, tailored to the specific needs of Asian hair. The campaign needed to feel light, modern and sensorial, while remaining unmistakably Moroccanoil.

The one-day shoot delivered six hero stills across two distinct visual worlds: water and air. Together, these environments captured the core benefits of the Airy Moisture formula. Water represented intense hydration and nourishment, while air conveyed lightness, movement and effortless fluidity. The sets were designed to feel immersive and visually inviting, allowing the product benefits to be understood at a glance.

The final campaign stills established a clear and elevated identity for the Airy Moisture range — fresh, fluid and purpose-built for the Asian market. Rolled out across digital, retail and global brand channels, the assets provided Moroccanoil with a renewed visual language to support the next chapter of the collection.

Creative production agency Sydney behind Moroccanoil’s Airy Moisture campaign, delivering refined stills for global beauty and Asian markets.

Results

10+

Campaign Stills

1+

Shoot Day

2+

International Markets - Digital, Print, POS usage

Creative production agency Sydney behind Moroccanoil’s Airy Moisture campaign, delivering refined stills for global beauty and Asian markets.

Creative production agency Sydney behind Moroccanoil’s Airy Moisture campaign, delivering refined stills for global beauty and Asian markets.

Creative production agency Sydney behind Moroccanoil’s Airy Moisture campaign, delivering refined stills for global beauty and Asian markets.

Approach

The Concierge Agency shaped the creative and production approach to clearly express hydration and lightness. Pre-production included casting, styling, backdrop design and movement planning for both hair and fabric. Two visual environments were developed: a serene water setting to represent deep hydration, and a softly draped fabric backdrop to convey air, softness and weightlessness.

The shoot focused on natural movement, clean beauty and refined posing. Hair was captured in both controlled and wind-driven moments, highlighting gloss, lift and texture. Wardrobe styling featured breathable fabrics and fluid silhouettes, supporting a sense of flow and ease. Lighting remained bright and natural throughout, ensuring the hair appeared luminous, healthy and hydrated.

In post-production, tone, texture and skin were refined while keeping hair as the hero. The final suite of stills delivered a cohesive visual story that connected performance, lightness and care — reinforcing the Airy Moisture range with clarity and elegance.

Thank you Renee and Danielle. We are very excited and satisfied with the final results! Yarden Bustanai, Marketing Associate Manager

Campaign still from Moroccanoil’s Airy Moisture range, produced by The Concierge Agency. The creative production focused on hydration, lightness and fluid movement for Asian markets.

Campaign still from Moroccanoil’s Airy Moisture range, produced by The Concierge Agency. The creative production focused on hydration, lightness and fluid movement for Asian markets.

Campaign still from Moroccanoil’s Airy Moisture range, produced by The Concierge Agency. The creative production focused on hydration, lightness and fluid movement for Asian markets.

Campaign still from Moroccanoil’s Airy Moisture range, produced by The Concierge Agency. The creative production focused on hydration, lightness and fluid movement for Asian markets.

Featured artists

Behind the scenes

Credits:

Creative + Art Direction: Renee Tappenden
Production Assist: Maisie Dunlop
Photographer: Nicole Bentley
Lighting Assist: Ryan
2nd Lighting Assist: David Wade
Digi Op: David Deas
Fashion Stylist: Josie McManus
Hair Director: Richi Grisillo
Makeup: Mikele Simone
Talent: Tash Chan
Set Design: Sydney Set Build
Studio: Baker Street Studios

@BTS

@BTS

@BTS

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