beyoncé and miss tina approached us to help craft the first brand campaign for their hair care line, cécred. we landed on hair as something greater than beautiful ornamentation; it tells the story of who – and of whom – you are. it’s an expression of your id, and it goes deep. cécred overstands that. that deeper understanding of hair is what gives them their edge.

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 to go deep on the expression of hair as more than just hair.



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