Believe in what your hair can do.

L'Oréal-owned hair brand Garnier hoped to connect with the bullshit-averse Gen Z demographic, and they knew they had to break with the conventional hair brand method of talking to consumers (think: Blake Lively swishing a head of impossibly glossy hair that's probably half weave while product RTBs flash on screen).

I led the creative pitch to win this business, on the foundation of a fabulous strategy. Believe in What Your Hair Can Do is a simple, uplifting way to get young women feeling better about their own hair in a world full of extensions and Instafakery. The creative team's fresh voice and refusal to retouch or change the hair in post made for commercials in which you could kinda almost see yourself.

Which was 100% the point. 

The campaign ran on Snapchat, Hulu, Instagram, Facebook and YouTube, and we had to finish as many versions as there are stars in the sky.