There’s Only One Original
JOSIE MARAN 100% PURE ORGANIC ARGAN OIL
Creative direction, brand marketing strategy, concept development, and 360° campaign for JOSIE MARAN’s hero product.
CHALLENGE
JOSIE MARAN argan oil is the original, trail-blazing product defining its category. The brand introduced the potent ingredient to beauty consumers, inspiring an array of imitations. With dupe culture running rampant, customers needed to be reeducated on what makes Josie’s oil the gold standard, as well as why this pure, single-ingredient formulation is so effective.
CAMPAIGN POSITIONING
There’s only one original. And JOSIE MARAN Original 100% Pure Organic Argan Oil is The Original: unmatched in purity, potency, and versatility. This campaign worked to re-establish JOSIE MARAN as the authority in the category, showcasing what makes it worth purchasing over other brands.
ROLE Creative Direction, Art Direction, Brand Marketing, Strategy, Concept
CLIENT JOSIE MARAN
PHOTOGRAPHER Olivia Malone
DIRECTOR OF PHOTOGRAPHY Jonathan Heller
PRODUCER Eshia Alvarado
STYLIST Camilla Pole
HAIR / MAKEUP Hadia Kabir