Lavojoy 'Hold Me Tight' Pro Shampoo feat. Randy Martin
Some shoots ask you to build a world. This one asked us to build four, all within walking distance of each other.
Lavojoy came to us with Hold Me Tight Pro, a scalp-first shampoo, conditioner, and essence lineup built around a simple promise: healthier roots, fuller hair, without stripping the scalp along the way. It's a product story rooted in daily ritual. The challenge was translating that into imagery that didn't feel like a routine at all.
Randy Martin was our anchor. He has that increasingly rare quality on set, comfortable enough with the camera to disappear into a role, but grounded enough that nothing ever tips into performance. That range mattered, because the brief didn't want one Randy. It wanted four.
The first set leaned into a barista persona, soft contrast with a deliberate backlight kiss, designed to feel like a behind-the-scenes moment caught mid-motion rather than a posed campaign still. Bright, warm, intimate. The second set moved him into a kitchen, chasing the kind of natural window light that fills a room without flattening it, letting shadow do just enough work to keep the frame honest. There's a stillness in that set, a domestic ease that doesn't often show up in grooming campaigns.
Set three took things outdoors, or as close to outdoors as our location allowed, chasing a pool-adjacent, sun-warmed mood where flash and daylight had to negotiate constantly to keep skin tones honest and the energy summery rather than staged. The fourth set stripped everything back. Grey background, dimensional lighting, full focus on Randy's interaction with the product itself, engineered specifically so post-production could isolate and place these frames wherever the brand needed them next.
Four visual languages, one location, one talent holding the thread between all of them. What made it work wasn't just Randy's versatility. It was the discipline of treating each set as its own micro-production, its own lighting logic, its own emotional register, without losing the day to constant rebuilding.
By the end, Lavojoy had a library that could speak in multiple tones: aspirational, domestic, breezy, clinical, all believably the same guy, all building toward the same message. Hold Me Tight Pro isn't just a shampoo line. It's a small daily act of care. We just needed four different rooms to say it properly.
Vony Wong
Advertising photographer of HIRA Imaji, Jakarta.