EVERYBODY'S GOING BLONDE
@BLENDED STRATEGY GROUP
CLIENT
Schwarzkopf
DELIVERABLES
Creative Concept
Storyboarding
On-Set Art Direction
Graphic Design
YEAR
2024
Creative: Blended Strategy Group
Art Direction: Martina Menini
Photographer + Motion Director: Brooke Nipar
Director of Photography: Michael Rizzi
Talent: Dove Cameron
Wardrobe: Chloe and Channel
Props: Ali Gallagher
Make-up: Kale Tater
Hair: Jacob Rozengberg
Producer: Pepper Made for Blended Strategy
When Schwarzkopf launched its U.S. Masterbrand channel, the opportunity wasn’t just to create content; it was to define perception. The goal was to build a digital presence that could speak to both consumers and professionals while feeling culturally relevant in a saturated beauty landscape.
Over the course of a year, we shaped the channel’s visual language, tone, and narrative foundation, building a cohesive identity designed to live across the social and digital space. That groundwork led to a defining moment: introducing Dove Cameron as the brand’s newest ambassador.
For her debut campaign, I led creative ideation, story development, and art direction, crafting a launch that felt editorial, expressive, and aligned with both Dove’s persona and Schwarzkopf’s legacy in color innovation. The goal wasn’t a simple announcement: it was alignment, for a shared visual world where talent and brand felt inseparable.
The campaign generated over 9M views and significant cross-platform engagement, marking a pivotal shift toward culture-led storytelling for the brand’s U.S. presence.
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