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What Hair Wants

Campaign for OGX haircare

OGX What Hair Wants

Brand Campaign

OGX aimed to elevate their salon-inspired haircare brand by creatively showcasing our ingredients and their benefits in a fun and visually dynamic way. I had the exciting opportunity to lead the "What Hair Wants" campaign, where we brought each product's key ingredients to life through captivating animations. For instance, we illustrated the volumizing properties of ingredients like Biotin and Collagen with vibrant animations, and for Argan Oil of Morocco, we created a stunning "lake" of shimmering gold oil to demonstrate its luxurious effects on hair. A unique twist in our campaign was portraying hair as if it had its own desires and personality, focusing on hair in motion rather than just the models, which conveyed the message that hair craves shine, movement, and individuality. To amplify our campaign's impact, we developed a modular system for animations and videos, allowing us to adapt creative assets across various digital channels while maintaining brand cohesion and tailoring content for global markets. This agile production approach not only saved us significant costs but also ensured our assets were designed for long-term use. Ultimately, the campaign was visually striking and resonated deeply with our audience, reinforcing OGX’s understanding of what hair truly wants.

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