TRESemme
iD A-Z of Hair
TV, EDITORIAL, PRINT & SOCIAL
We convinced TRESemme to cut the cookie cutter look and embrace the power of individualistic experimentation by qualifying why boring hair is fundamentally not good for their brand.
How? We listened. Using social listening, we discovered that TRESemmé was already being embraced by a far more diverse audience than its marketing reflected. This helped widen the brand’s view of who it could speak to: people with a deeper, more personal relationship with their hair, who saw it not simply as something to style, but as a powerful form of self-expression and a bond they shared with others.
The A-Z of Hair film formed the main Component of our creative and lived on Vice’s fashion vertical - ID magazine and Viceland. We enlisted the most influential up-and-coming artists, musicians, dancers, and content creators. The vast array of assets created were distributed across talent social channels and the Vice editorial ecosphere.
Credits
Directed By: Partel Oliva, Hair Director: Jawara, Music By: Lafawndah, Director of Photography: Jason McCormick, Casting Director: Angus Munro, Photographer: Christine Hahn, Editor: Saela Davis, Retouching/Color: Nightshift Paris
Virtue Worldwide -
Executive Creative Director: Elaine Parke,
Creative Director: Luke Flynn,
Client Partner: Raymond Kang,
Account Director: Jasmine Jabbour,
Head of Talent: Laura Bagley,
Head of Project Management: Duke Ngyuen, Executive Producer: Momo Berg Munch
Vice Editorial -
iD Editor: Rory Satran,
Executive Creative Director: Amel Monsur,
Senior Creative: Keenan MacWilliam,
Art Director: Kat Aileen,
Creative: Shane Joshua,
Head of Vice Brand Studio: Dan Bowen,
Executive Producer: Kim Koby,
Director of Production: Aiden Darne,
Group Publisher: Gerhard Stochl