EVERYBODY'S GOING BLONDE
@BLENDED STRATEGY GROUP
Client
Schwarzkopf
Deliverables
Campaing Concept + Ideation
Art Direction
Graphic Design
Year
2024
Creative: Cydney Staton + Martina Menini for Blended Strategy
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
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 create a social media community that speaks both to the consumer and the professional worlds.
We spent almost a year crafting an extensive digital-first strategy, fine tuning the creative direction & brand voice for their masterbrand specific channel to make them stand out amongst competitors. In February 2024 we got to ideate the campaign & announcement for one of their newest brand ambassadors, Dove Cameron.
The original announcement has over 8.1M views.
