Mielle Organics

Aug 2026

In the vibrant landscape of the cosmetics and beauty industry, Mielle Organics delivers an authentic masterclass in brand storytelling with the MiCurl Stories - FE campaign. Centering on the professional journey and personal hair care narrative of fashion designer Felisha Noel, the project eschews traditional commercial rigidity in favor of a deeply humanistic, documentary-led approach. Set within a meticulously curated creative studio, the visuals lean into a rich, saturated aesthetic, utilizing a striking pink backdrop that makes the curated Mielle product placements pop against a backdrop of mannequins and garment racks. The creative direction, spearheaded by the team at 19th & Park, masterfully blends live-action technique with playful, scrapbook-style collage elements to animate the designer’s story. This dynamic visual layering—complemented by crisp, bright lighting—ensures that the textures of both the products and the designer's personal style remain the focal point throughout. By weaving together candid interview moments with whimsical digital illustrations, the campaign achieves an editorial lifestyle feel that feels both accessible and aspirational. The final product successfully positions Mielle Organics as a brand that understands the intersection of creative ambition and self-care, creating a narrative that resonates far beyond a standard product promotion by anchoring the brand within the larger, textured world of modern fashion design.

Editorial, Lifestyle, Commercial

Animation, Collage, Live-action Technique

Cosmetics, Beauty