Reimagining an iconic haircare brand for the modern era.
CLIENT
Pantene
AGENCY
Grey New York
ROLE
Creative Director
PROJECT SCOPE
Visual World, 360 Campaign Development
PHOTOGRAPHER / DIRECTOR
Nicole Heiniger (Talent)
Thais Vandanazi (Social)
Victor Prado (Still Life)
For our first North America launch, we had two goals: bring our newly developed, refreshed and elevated visual world to life and craft a clear, consistent narrative for Pantene's new extreme damage repair collection.
The new innovation—a regenerative oil blend—called for a powerful visual metaphor. We used an IV bag to symbolize the collection’s intensive care for hair, reinforcing the brand promise of damage repair.
For our first North America launch, we had two goals: bring our newly developed refreshed and elevated visual world to life and craft a clear, consistent narrative for the new collection.
The new innovation—a regenerative oil blend—called for a powerful visual metaphor. We used an IV bag to symbolize the collection’s intensive care for hair, reinforcing the brand promise of damage repair.
For the collection launch toolkit, we developed :30 and :15 second TV spots alongside a comprehensive library of paid and organic social assets - what you see here is just a small portion of the full body of work.
The TV commercial became the highest-rated consumer-tested spot in the brand’s history.
Visually, we moved away from the brand’s previous CGI-heavy, hyper-retouched aesthetic and stark gold-and-white palette, shifting to a more human, tactile approach where real hair textures, real formula textures, and products in use take center stage. This new world feels grounded and natural, with gold hues incorporated through set design and warm light—evoking health and vitality.
