Client: Lorna Evans Hair
Role: Photographer
Deliverables: Editorial hair campaigns
The Challenge
Lorna Evans is recognised for her distinctive hair artistry and education across Australia. The objective was to create a cohesive body of editorial imagery that elevated her personal brand while supporting collaborations with leading hair and beauty partners.
The content needed to showcase intricate hair design in a way that felt aspirational, premium and consistent across multiple shoots and locations throughout the national tour.
My Approach
Creative Direction
→ Develop an editorial visual language that placed the hair at the centre of every image, using lighting, composition and posing to emphasise texture, shape and movement.
→ Develop an editorial visual language that placed the hair at the centre of every image, using lighting, composition and posing to emphasise texture, shape and movement.
Collaboration
→ Work closely with Lorna Evans and her creative team to translate each collection into imagery that reflected the artistry and craftsmanship behind every hairstyle.
→ Work closely with Lorna Evans and her creative team to translate each collection into imagery that reflected the artistry and craftsmanship behind every hairstyle.
Editorial Storytelling
→ Treat each tour location as its own editorial story, adapting the creative direction to suit the environment while ensuring every collection remained part of the wider Lorna Evans visual identity.
→ Treat each tour location as its own editorial story, adapting the creative direction to suit the environment while ensuring every collection remained part of the wider Lorna Evans visual identity.
Production
→ Deliver consistent, high-end editorial imagery across multiple locations, balancing creative flexibility with a cohesive photographic style throughout the national tour.
→ Deliver consistent, high-end editorial imagery across multiple locations, balancing creative flexibility with a cohesive photographic style throughout the national tour.
Delivery
→ Produce a premium library of imagery for use across education, marketing, social media and brand partnerships.
→ Produce a premium library of imagery for use across education, marketing, social media and brand partnerships.
Outcome
The resulting image collections strengthened Lorna Evans' personal brand and provided a versatile library of premium content for education, marketing, social media and commercial partnerships. The work captured not only the technical craftsmanship of each hairstyle but also the fashion-forward identity that defines the Lorna Evans brand.
"Carlo came highly recommended by a hairstylist within our industry network, and from the very first shoot it was clear why. His understanding of hair, texture and editorial collections allowed us to create striking visuals that truly showcased our work. He's the only photographer we've worked with who delivered finished photos without us requesting a single revision. The images were exactly what we had envisioned."
Lorna Evans
