We were tasked with the creative development and scripting for a 360-campaign featuring K18’s newest brand ambassador, US Gymnast Simone Biles ahead of the summer Olympics.
K18 pioneers the frontier of biotech-powered haircare, repairing deeply for enduring hair health—inside and out. The brand’s newest ambassador, Simone Biles, equally represents an ultimate strength from within. Through the creative, we developed a narrative arc that reveals the unabashed, pure freedom — freedom of expression, freedom from judgment and freedom from limitations – that comes from a strength honed from within.
In the first two weeks post-kickoff, we concepted and scripted the campaign, simultaneously preparing pre-production plans to shoot in week three.
The video campaign consisted of a hero 30-second spot, which aired digitally as well as on broadcast and OOH, along with accompanying short form cutdowns for digital and social. We also directed and shot still photography to be used across the remainder of the sprawling media plan. To support the rollout, we developed an accompanying organic social strategy across the brand-owned and operated Instagram and TikTok channels. The posting calendar drew upon brand and platform insights, to package campaign content and behind-the-scenes content into snackable edu-tainment that told the story behind the campaign along with education on the efficacy of the products.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ull,
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ull,
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
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