TRESemme
iD A-Z of Hair
TV, EDITORIAL, PRINT & SOCIAL
Embracing experimentation and the power of individualistic expression was key in helping TRESemme regain consumers and cultural relevance within Fashion.
The waning influence of NY fashion week and the alluring trap of manicured lifestyle influencers, always presenting their '“Best-selves”, was attracting an image lacking in creative experimentation and individualistic identity. All of which, is fundamentally not good for sales.
Using social listening analytics we discovered TRESemme had an ethnic consumer base that was not being represented in their marketing. So we opened the aperture to the rich tapestry and a culturally experimental attitude towards hair. We were conscious to capture the powerful and spiritual human bond hair evokes.
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