Tasked with leading the creative direction for Keeps Daily Hair Defense, the brand’s first ever non-medicated, over the counter, hair treatment option for men. Clinical backing around the star ingredient saw palmetto, informed the messaging hierarchy and overall visual look of this campaign. Ingredient breakdowns helped to introduce this supplement. Design direction stayed true to the Keeps brand but heavily relied on neutral, more ‘natural’ tones to convey the naturally-derived elements. Kinetic energy showcases pill format while propping suggests routine convenience.