ABOUT

I spearheaded a groundbreaking social-first haircare campaign showcasing the brand's flagship shampoo product: GINGER. Employing innovative photography techniques, I crafted a new style that garnered praise from our Market Managing Directors and Global CMO, who hailed it as 'the most elevated and beautiful shots we've produced in years.' This comprehensive campaign not only featured compelling imagery but also incorporated strategic influencer casting and dynamic content creation tailored for social media platforms such as Instagram and TikTok. I art directed from concept stage all the way through to post-production; print/digital design, motion graphics/3D, stills, and video.

The campaign concept, 'Let the power go to your head,' was designed to inspire consumers to embrace boldness and confidence. We wanted to convey the message that using our ginger shampoo isn't just about haircare; it's about empowerment. Specifically formulated for straight hair types, the product's anti-dandruff efficacy symbolically allowed hair to defy gravity, symbolising boldness and confidence. Furthermore, the invigorating scent of ginger infused in the product mirrors the zingy and energetic feeling of taking a ginger shot, adding an extra layer of vitality to the campaign's messaging.