Batiste launched a new range of dry shampoos with different USPs for different hair types and wanted to create a demo-like campaign.
The Rethink Dry Shampoo campaign tackled each the four USPs by using simple metaphors, and by leaning into the vibrant colours of the packaging. In a playful 30” global TVC we took stereotypes from traditional hair ads and broke them in a tongue-in-cheek tone of voice.
As a creative and art director I came up with the concept and the metaphors. Then I created a different visual world for each product that would be translated into the film set design and the social campaign themes.
I also worked very closely with Vicky Lawton, my director & photographer of choice for this campaign, to portray our hero women beautifully un-staged and just as natural as possible against simple block colour backdrops.