TRESemmé
We created this integrated print, OOH, interactive, social concept to pitch and help Carat Interactive win the TRESemmé account for website development. I was thrilled to lead art direction, design for the creative team selected to conceive, brand this vision which we named, “Star In Your Own Life.”
Our concept was among early beginnings of social influencer frenzy, brand ambassador sponsorship norms with which we are so familiar in contemporary beauty, fashion culture today. My copywriter partner and I suggested to capitalize on the TRESemmé brand’s affiliations with hit show Project Runway as official product sponsor as well as celebrity hair stylist, Nathanial Hawkins’ fame—introducing a special crowdsourcing contest for aspiring beauty bloggers to be discovered and selected by brand, celebrity panel to earn beauty styling sessions, training directly from Nathaniel himself as well as earn opportunity to be featured on Project Runway. The campaign launch unfolded first socially to direct to a vanity page via TRESemmé which later evolved into the new tresemme.com website, platform offering further social engagement and contest interactions.
