LOVE YOUR CURLS
Social media content & strategy
To launch Dove Hair’s first product line formulated specifically for women with curly hair, we created a campaign to connect women in the curly-haired community.
Based on the insight that only 4 out of 10 curly-haired girls think their hair is beautiful, we invited curly-haired women across the internet to share their personal journey to inspire the next generation. Dove went on to publish an illustrated children’s book featuring unique stories submitted by actual members of the curly community online.
The brand activation was recognized by OMMA (Online Marketing Media and Advertising) Awards in the Integrated Online Campaign: Beauty / Cosmetics category.
2015 OMMA AWARDS WINNER
INTEGRATED ONLINE CAMPAIGN: BEAUTY/COSMETICS
As the art director on this project, I was tasked to develop the overall visual design direction and branding for the campaign. I worked closely with producers to cast 'real women' (a.k.a. women without any modeling, acting, etc. experience), then also styled and directed the photo shoots.
The custom illustrations were commissioned by the brand.
Created as a full-time art director at VAYNERMEDIA
senior copywriter: Megan Murphy
photographer: Sharokh Mirzai