DOVE'S PERFECT SHADE OF BLONDE
@BLENDED STRATEGY GROUP
CLIENT
Schwarzkopf
DELIVERABLES
Campaign Concept
Storyboarding
On-Set Art Direction
Graphic Design
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
After Dove Cameron’s debut campaign generated over 9M+ views, the next chapter couldn’t simply repeat the formula. It needed to evolve the relationship between talent and brand and deepen the narrative. The creative direction centered on hair as self-expression: bold, modern, emotionally charged. The goal was to position Schwarzkopf not just as a color authority, but as the brand for those who see hair as identity: confident, style-forward, and unapologetically individual. A natural extension of Dove herself.
As Art Director, I led concept development, visual tone, and on-set direction across stills and motion. We reintroduced the custom newspaper prop I originally designed for her first campaign, creating visual continuity while evolving the aesthetic. The world felt familiar, but sharper.
To amplify cultural relevance, we secured exclusive pre-release access to Dove’s single “Too Much,” making Schwarzkopf the only brand with a teaser. The integration blurred the line between beauty campaign and pop-culture moment, strengthening authenticity and anticipation around the launch.
The campaign was developed social-first for Instagram and TikTok, while engineered to scale seamlessly into CTV placements across platforms, including Paramount and Roku. From pacing to framing, every asset was designed to perform across both feeds and streaming environments. Launched in February 2025, the announcement has surpassed 3.9M views and continues to reinforce Schwarzkopf’s presence at the intersection of beauty and culture.
More than a sequel, it solidified an ongoing visual partnership, where brand and talent evolve together.
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