LINDSAY LOHAN x SCHWARZKOPF
@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: 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
As Schwarzkopf continued building its U.S. Masterbrand presence, the next chapter called for cultural impact. Enter Lindsay Lohan.
The campaign introduced Lindsay as the brand’s newest ambassador, centered around her luminous “Soft Gloss Blonde” transformation created by Tracey Cunningham using the BlondMe line. The opportunity wasn’t just a shade reveal; it was a reintroduction. A moment to align Lindsay’s renewed presence with Schwarzkopf’s authority in color innovation.
As Art Director, I led early ideation, visual direction, and on-set creative across stills and motion. We translated the high-gloss tone into a cohesive visual world, from palette and lighting to set design and framing, crafting an aesthetic that felt elevated, modern, and unmistakably her while reinforcing the campaign’s core narrative: “hair is your strongest beauty secret.”
The storytelling balanced nostalgia with confidence, positioning her color as both aspirational and accessible. Assets were delivered across CTV and social, with the initial launch generating over 7M views within days and ultimately surpassing 17M organic views, alongside coverage from WWD, People, InStyle, and Byrdie.
More than a campaign, it reinforced Schwarzkopf’s cultural relevance in the U.S., proving that color, when done right, becomes identity.
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