beyoncé and miss tina approached us to help craft the first brand campaign for their hair care line, cécred. we landed on a campaign that celebrats real women and the lived experiences that inform their conception of their hair, and thus why and how cécred creates its products: a deeper understanding of hair.

press

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we talked to six women about their hair stories for this 90 second piece, which we ran as a :60, :30, and individualized :15s on CTV, digital and social.

we wrote a longform manifesto, which was a fun and uncommon exercise. but it made sense here, since cécred wanted



they liked the manifesto so much we turned it into its own motion piece.


finally, we made a placement for times square. i can’t find a pic so you’ll just have to trust me on this