Pantene’s new video series, launched during National Adoption Month and created in partnership with Family Equality, tells the stories of real LGBTQ-adoptive families and hair moments that help them build a family bond. The moving campaign, via agencies Townhouse & Grey, was directed by Unit 9’s Matthew Puccini and edited by Stacy Peterson of Cut+Run, who also edited Pantene’s “Home for the Holidays” pride campaign last year. 

In the series’ inaugural video, Raymond and Robbi share how their daughter’s hair bonded them from the beginning as they created a hair-washing ritual that gave them the time to talk and connect. The series will live on Pantene’s Instagram (@Pantene) and extend through November 2021, continuing to share the stories of diverse LGBTQ+ families throughout the year. 

“This Pantene campaign landed at exactly the perfect time,” says editor Peterson. “We centered these stories around diverse families who are so loving and supportive of expressing one's self identity. I think the team at Townhouse and Grey, as well as director Matthew Puccini, hit exactly the perfect tone and it meant a lot to me personally to be able to help shape these films.”