Kleenex Self-Care

May 4

Directing Diverse Self-Care Imagery for Digital Brand Marketing

Brand Overview

Kleenex is much more than a functional household staple; it has become a global synonym for care, comfort, and emotional support. In recent years, Kleenex has leaned into a vibrant, design-forward approach that resonates with a younger, style-conscious audience. By combining their trusted quality with modern aesthetics and intentional messaging, they continue to flourish as a pillar of well-being, proving that even the most practical products can bring a sense of beauty and order to a contemporary living space.

Project Objective

The goal for this shoot was to create a library of imagery centered on cozy and colorful self-care moments tailored to Gen Z and younger millennial consumers. The brand requested placement of Kleenex cartons within clean, modern, and bright environments where they naturally belong, alongside journals, plants, tea, and soft textiles. My objective was to showcase the product as an essential component of a self-care or wellness routine.

Production Challenges

With a requirement of thirty unique assets, the primary challenge of this shoot was maintaining a sense of variety and authenticity across a higher volume of work. For an essential household item like Kleenex, it also takes intentional creative thinking to ensure the imagery feels engaging rather than repetitive, overly staged, or boring. I wanted the images to stand out despite the mundane nature of the product, helping Kleenex to market its product to a younger generation of consumers.

Creative Process

I utilized my studio to build out the clean, modern environment the brand requested, leveraging the living area, kitchen, and bathroom to create a range of versatile settings. To help with added variety in the imagery, I hired a model for some of the shots and then used a tripod and timer to model for several of the images myself. This allowed me to create more variety in the final images. I focused the scenes on integrating the Kleenex boxes naturally into self-care rituals, such as writing in a notebook, enjoying a cup of tea, or lighting a candle.