Feel What's Possible | SHADOW

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©2024

Feel What's Possible

Client

K18 Hair

Services

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Creative Strategy

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Content Development

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Social Marketing

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

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.

How we did it

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.

Highlights

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