Moroccanoil: Airy Moisture Campaign

Service

Creative Production

Moroccanoil partnered with TCA to renew the creative direction for the Airy Moisture range ahead of its 2025 release into Asian markets.

The brief was to give the collection a fresh visual identity that highlighted deep hydration, weightless moisture, and a silky finish suited to the unique needs of Asian hair. The one day shoot delivered six hero stills captured across two visual worlds: water and air a visually inviting set that encapsulated the key benefits of the Airy Moisture formula. Water conveyed the depth of hydration. Air represented lightness and movement.

The final campaign stills presented a clear and elevated identity for the Airy Moisture range. Fresh, fluid, and tailored to the needs of the Asian market. The assets strengthened the brand’s position across digital, retail, and global channels, offering Moroccanoil a renewed visual language for the next phase of the collection.

Results

10+

Campaign Stills

1+

Shoot Day

2+

International Markets - Digital, Print, POS usage

Campaign Stills

Approach

TCA shaped the creative and production approach to express hydration and lightness with clarity. Pre production covered casting, styling, backdrop design, and movement planning for hair and fabric. The set build included a serene water setting for hydration and a softly draped fabric backdrop for air and weightlessness. The shoot focused on natural movement, clean beauty, and refined poses. Hair was captured in both controlled and wind driven moments to show gloss, lift, and texture. Wardrobe styling used breathable fabrics in loose silhouettes to support flow and movement. Lighting remained bright and natural to give the hair a hydrated, luminous finish.

Post production refined tone, texture, and skin while keeping the hair as the hero. The final suite of stills delivered a cohesive visual story that linked performance, lightness, and care.

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

Featured artists

Behind the scenes

@BTS

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