Häagen-Dazs felt dated and old. We wanted to take a new approach and with our campaign slogan Don't hold back, we had the opportunity to push the brand into the future. These are images taken by Patricia Reyes and Art direction by me.

Art Direction
The goal was to break away from the traditional, classic perception of Häagen-Dazs and infuse the brand with a modern, bold, and confident energy. Every visual element was carefully crafted to reflect this evolution: vibrant colors, dynamic compositions, and expressive styling work together to evoke a sense of indulgence without restraint. The imagery captures moments of unapologetic enjoyment, inviting consumers to embrace their desires fully.

Collaborating closely with Patricia Reyes, we focused on creating authentic, impactful shots that feel fresh and engaging while maintaining the premium essence of Häagen-Dazs. The campaign’s visuals are designed to resonate across multiple platforms, delivering a cohesive message that encourages people to savor life’s pleasures without hesitation.