Head & Shoulders
Working on Head & Shoulders taught us two things:
1. Shooting beautiful hair is hard.
2. Making scalps look beautiful? Even harder.
This was a product half the world needs (50% of us suffer from dandruff), but its a brand that's often seen as more clinical than sexy.
As regional creative leads, we worked on giving the brand more humour, charm and sexiness. We oversaw a monumental amount of work across the Middle East, India, China and Southeast Asia, faithfully trying to keep one brand tone with enough nuances for each market. It was a tough gig, but it was incredibly rewarding when we got it right.
People don't think of H&S as a beauty shampoo, so a big part of our creative agenda was to change that. Besides the look and feel, we had to work with celebrities who could drive that ambition. To that end, we worked with Chinese superstars NiNi, Jolin Tsai, Eddie Peng, K-pop sensation Sandara Park, Thai actor Mario Maurer (SEA) & one of Bollywood's rising stars Ranveer Singh (India).
India was a market that we could have lots of fun with. The team in India cleverly adapted a dance move our Bollywood superstar, Ranveer Singh, performed in a movie to great effect for our commercial.
In the case of FC Barcelona's football players, we didn't even get to shoot them, so we had to create a story around footage we could use.
Snappy 15s to promote H&S's cooling product range.
