Evo Free your Mind & Your Hair Will Follow

Creative direction and art direction of a photography campaign for Evo, a company I helped conceive over 15 years ago. The campaign started from the idea of a "tour of beauty" driving across USA from LA to NYC. With Evo’s mantra “saving ordinary humans from themselves” ringing in our ears we focused our disruptive yet aspirational efforts on a portrayal of extra-ordinary humans, presenting the empowering message that beauty is wherever you find it and doesn’t come from a hairspray can. Open road ahead, wind in our hair we plotted course for the wondrous imaginings of unknown outsider artists and a variety of off-the-grid locations as a through line for a diverse range of campaign imagery, documenting our journey along the way and proving the world looks a little more beautiful when you free your mind.