DOVE CAMERON'S PERFECT SHADE OF BLONDE
@BLENDED STRATEGY GROUP
Client
Schwarzkopf
Deliverables
Campaing Concept + Ideation
Art Direction
Year
2025
Creative: Blended Strategy Group
Art Direction: Martina Menini
Photographer + Motion Director: Anna Koblish
Director of Photography: Daeil Kim
Talent: Dove Cameron
Wardrobe: Chloe and Channel
Props: Ali Gallagher
Make-up: Kale Tater
Hair: Jacob Rozengberg
Producer: Tightrope for Blended Strategy
Schwarzkopf, a global hair care company with over 125 years of pioneering the color industry, approached our team at Blended Strategy Group in 2023, with the challenge of launching their Masterbrand Channel in the US, @hairbyschwarzkopf.usa. The goal since then has been to continue to deliver digital first campaigns that speak both to the consumer and the professional worlds.
We had that goal in mind when we were tasked to create Dove Cameron's second campaign with the brand. The original announcement has over 8.7M views and counting.
While developing the creative concept, I knew the campaign needed to feel bold, modern, and emotionally charged — one that positioned hair color as a powerful tool for self-expression. The vision was to solidify Schwarzkopf as the brand of choice for individuals who view hair as an extension of identity: confident, style-forward, and unapologetically themselves — just like Dove.
As the art director, I oversaw all creative details — from shaping the narrative and visual tone, to styling and set design. A key element was the re-introduction of our newspaper prop, element I first designed for her first campaign & decided to bring back here for visual continuity. In addition to the visuals, we secured exclusive, pre-release access to Dove Cameron’s single "Too Much," making Schwarzkopf the only brand with a teaser — a strategic move that deepened cultural relevance and hype around the launch.
We approached production with a dual intent: to create social-first content tailored for Instagram and TikTok, while also ensuring the assets translated seamlessly to CTV formats. The final work aired across platforms including Paramount and Roku, with pacing, framing, and resolution designed to perform across both digital and streaming environments.
Schwarzkopf x Dove 2.0 launched on social in late February 2025 and rolled out across streaming platforms the following month. The campaign drove strong engagement and further elevated the brand's presence in both the beauty and lifestyle space. The current announcement has already surpassed 3.2M views.
