copywriter | conceptual co-lead | creative lead

SEBASTIAN PROFESSIONAL | DIY TUTORIAL MADE COOL

Hair stylists and people who feel the need to zhuzh up their look turn to YouTube for edgy yet easy-to-follow DIY hair tutorials. The problem is, a lot of times, these tutorials are (pardon the language) boring AF. But no longer.

To promote the Sebastian Shaper lineup of hairspray, we decided to capture the hair tutorial in a whole new light...literally. While remaining educational and covering off on variety of product and hair styles, we took the liberty of throwing a light-up runway and light sculpture into the mix (both of which we legit DIY'd ourselves out of a couple of bulbs).

In the end, we increased awareness of the brand and product line...and made hair tutorials look goooood.

My role was Associate Creative Director, meaning both creative and concept lead. I pitched, oversaw production and post, and saw this fun, fashion-minded campaign through from beginning to end. It's not everyday a writer runs a campaign with virtually no words in it, and truth be told, it was a refreshing departure...and pretty darn good time.