Strawberry Leopard
I don’t always find myself needing to source talent willing to dye their hair neon colors, but when I do, results are electric. To connect customers to Sally Beauty’s new product launch of neon vivid hair colors, I led with the insight that hair color is deeply tied to personal identity, and I layered in the global trend of astrology to link colors to personality traits. We interviewed talent to highlight characteristics that matched specific vivid shades, then built a cohesive storyline that drove engagement across both eCommerce landing page experiences and social video campaigns, generating measurable interest and interaction with the new product line.
Photoshoot & video direction
We scouted studios across New York before settling on an on-location shoot in Dallas’ Arts District, adjacent to Sally Beauty’s headquarters. The city’s concrete landscape and naturally overcast skies provided a neutral gray backdrop, making the neon hair colors pop and amplifying their visual impact for both photography and video assets.
Social activations
Doubling-down on content creation at the shoot, we interviewed talent on side sets to capture social-focused video featuring how their unique personalities matched specific vivid shades, based on zodiac characterizations. The cohesive storyline drove engagement across both Organic social and the eCommerce landing page experience, and ultimately in paid media performance video after proving successful. Below is an example of the astrological narrative and organic social launch.
Shoot direction highlights
