Jack Black
Photo Art Direction
When I joined Jack Black, the brand offered two signature body wash scents: Turbo Wash and All-Over Wash. With strong customer demand for variety, the 2019 launch of Black Reserve marked the first expansion—and a major success. Since then, the brand has grown its fragrance portfolio to six unique scents across cleansers, lotions, and deodorants.
With rapid growth came the need to clearly differentiate each scent through visual storytelling. Each campaign had to convey the essence and mood of the fragrance—helping customers understand what it smells like without a tester.
I worked closely with our in-house team, photographers, and stylists to develop distinctive hero images for each cleanser, lotion, and fragrance family. Each visual emphasized color, texture, and composition to express the product’s personality and guide the customer experience.
Key Responsibilities:
Visual Concepting
Photo Art Direction
Cross-Team Collaboration
Vendor Management
JackZen Cleanser
Find your center with the soothing, zen-like fragrance.
Big Sir Collection
Inspired by the rugged Pacific coast.
Blue Midnight Collection
A nod to the intrigue of the deep, dark blue of midnight.
Legacy Collections
An ode to the original and authentic scents that started it all: All-Over, Turbo, and Black Reserve.
Cleansers Collection
Every scent tells a story. What’s yours?
