CHALLENGE: Create an international broadcast campaign reinforcing the haircare brand as "the stylist's secret," while positioning the consumer as smart and savvy.
SOLUTION: A tongue-in-cheek take on film noir, with the stylists interrogating the woman with gorgeous hair about how she figured out their "secret." (The reel below is a collection of broadcast work from multiple campaigns, including the "Stylist's Secret" and promoting TRESemmé's sponsorship of Project Runway.)
Additional print campaign promoted TRESemmé's new, color-coded packaging with a stylish splash. These images were everywhere during Fashion Week in NYC – as video projections, Times Square billboards, taxi toppers, and more.