LINDSAY LOHAN x SCHWARZKOPF
@BLENDED STRATEGY GROUP
Client
Schwarzkopf
Deliverables
Campaing Concept + Ideation
Art Direction
Year
2025
Creative: Blended Strategy Group
Art Direction: Martina Menini
Photographer + Motion Director: Armin Morbach
Director of Photography: Allison Anderson Triplett
Talent: Lindsay Lohan
Wardrobe: Andrew Mukamal
Props: Stefania Lucchesi
Make-up: Ash K Holm
Hair: Danielle Priano / Tracey Cunningham (color)
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.
Our latest brand campaign introduced Lindsay Lohan as Schwarzkopf’s new ambassador. As Art Director, I led early ideation, visual direction, and on-set creative to ensure consistency across formats, and supported final asset delivery across CTV and social platforms—including the original Instagram announcement, which surpassed 7 million views within days.
The storytelling centered on Lindsay’s radiant new “Soft Gloss Blonde” look, masterfully created by Tracey Cunningham using Schwarzkopf’s BlondMe line. We translated the luminous, high-gloss tone into a cohesive visual identity, color palette, mood, and set design, reinforcing the campaign’s core narrative: “hair is your strongest beauty secret.”
On-set, I led the art direction for both stills and motion, framing the talent’s personality through an interview about her hair story & striking hero visuals that captured Lindsay’s confident, nostalgic energy. The final campaign embodied an elevated yet approachable aesthetic, positioning her color as both aspirational and accessible.
The results speak for themselves: a highly engaged social launch, over 17 million organic views, strong cross-platform resonance, and positive buzz from major outlets like WWD, People, InStyle, and Byrdie, which speaks to both the color innovation and the elevated brand campaign, ultimately strengthening brand positioning in the U.S. market.
