As Art Director, I collaborated closely with Pattern Beauty and playworkgroup to shape the launch campaign for Pattern’s Interchangeable Curling Iron, the brand’s first hot tool designed specifically for curly and coily hair. From concept development through production, I helped to craft a bold visual direction that brought the product’s innovation to life across a fully integrated multimedia campaign.

Photographed by Myesha Evon, the campaign generated widespread industry attention, earning coverage in Harper’s Bazaar, Ebony, and Marie Claire, and supporting a launch event hosted by founder Tracee Ellis Ross. The campaign drove more than 620 million media impressions and generated an estimated $1.2 million in media value.

Photographer: Myesha Evon
Creative Director: Monica Paganucci
Art Director: Julia Agramonte
Design Director: Laura Dapito
Production: Run With Wolves Production