Batiste launched a new range of dry shampoos with different USPs for different hair types and wanted to go out with a bang - but also show how to simply use the product.
The Rethink Dry Shampoo campaign heroed each product by using simple metaphors, leaning into the vibrant colours of the packaging, and move into a more playful and self-aware space, which most hair ads rarely embrace, favouring stereotypes and safe demos.
As a creative and art director I came up with the concept and the metaphors. Then I created a different visual world for each product that would be translated into the film set design and the social campaign themes.
I also worked very closely with Vicky Lawton, my director & photographer of choice for this campaign, to portray our hero women beautifully un-staged and just as natural as possible against simple block colour backdrops.