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I'm Melissa, a London based integrated designer with a penchant for motion, art direction and digital design.
Head & Shoulders | Proctor & Gamble | FMCG
Moisturise like a Pro
Role: Design Lead | Motion Director
Scope: Social
Team: Creative Director, 2x creatives
Head & Shoulders Derma X Pro needed to establish itself as a more advanced, expert-led product range in a highly competitive category. The challenge was to differentiate from the usual anti-dandruff message and communicate dermatological credibility without becoming overly clinical.
The client loved the work so much that it’s used as Best-in-Class inspiration and led to a commissioned follow-up for EU audiences.
Key contributions:
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Defined the visual identity and layout system.
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Developed a consistent approach to product storytelling.
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Created templates to support multiple formats.
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Ensured clarity and consistency across all touchpoint.
We developed a clean, elevated visual system that positioned Derma X Pro as both expert-led and approachable.
A repeatable, modular social system was built on a simple formula:
humorous hook + CTA + key benefit + a comedic payoff.
Each video was designed with a unique hook to capture attention immediately. To make the content social-first, I experimented with native platform features, buttons, emojis, polls, captions, paired with fast-paced, humourous edits that encouraged viewers to keep watching.
Head & Shoulders DXP – Behind the Scenes
A sneak peek at the set where I art directed the shots for social, shaping the visual style and ensuring each frame was engaging, on-brand, and optimised for social-first viewing.
Ideas development
I used AI tools to rapidly develop and visualise initial concepts for client presentation. I began by prompting ChatGPT to identify emerging social trends within the skincare category, which formed the basis of our ideation. Working closely with a copywriter, we shortlisted the strongest concepts, ensuring each aligned with the target audience and delivered a compelling social hook.
Using Gemini and Adobe Firefly, I then generated visual mock-ups featuring Claudia. Once the overall composition was approved, the process became highly efficient, allowing me to iterate quickly by simply swapping individual hook prompts while maintaining a consistent visual style.
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