Hot Curl Summer

Campaign

TRESemmé Bouncy Curls has been on shelf for a while but was lacking attention and sales. TRESemmé has already established itself as a class leader in styling, but we still needed to prove that TRESemmé understands and loves curls too.

Client

My Role

As Creative Director, I helped shape the campaign’s anthem spot and led the paid and organic social rollout. I also redefined the visual language of Bouncy Curls within the broader TRESemmé brand, creating a more elevated, aspirational world while maintaining the energy and accessibility of the campaign.

✦ Ideation
✦ Moodboards/mockups
✦ Styling
✦ Editing
✦ Retouching
✦ Art Direction
✦ Content

I worked on

Agency

Gravity Road | Brandtech

Talent

Belmont Cameli

The Opportunity:

TRESemmé had no campaign dedicated to curly girls which made the Bouncy Curls line lack credibility for the brand. Sales were sluggish and we wanted some excitement and awareness around TRESemmé’s knowledge and authority in styling curly hair.

The Insight:

Curly hair is personal. The routine can be multi-step, time-consuming, and completely different from one person to the next, but the payoff of a great curl day makes the ritual worth it.

Summer felt like the perfect moment to celebrate that feeling. A season built around confidence, heat and showing up at your best gave us an opportunity to make curls the center of the conversation.

To bring that idea to life, we partnered with Belmont Cameli, already known for his signature curls, and built the launch film around the confidence of a great hair day. Drawing from the sensual, high-gloss visual language of ’90s and early-2000s music videos, and set to George Michael’s iconic “Freedom! ’90,” the film turned the curl routine into something expressive, aspirational and unapologetically sexy.