Sebastian Professional
Product relaunch for Shaper Hairspray —
Concept and art direction
The Icon of Transformation
Sebastian, the iconic, global haircare brand targeted at salon professionals inspires extremely edgy and avant garde hair “fashion” and styling. However, in North America, the biggest part of the business, the Shaper range of hairsprays, are sold at retail to consumers. And the numbers were down. So, the challenge was to bring shaper back.
The Campaign
We intentionally crafted a campaign that positions Shaper as The Icon Of Transformation, showcasing its powerful ability to morph. To amplify this notion, we meticulously designed five distinct looks on a single model. These looks spanned the spectrum of Shaper's versatility, from subtle to daring. By demonstrating that Shaper is a brushable hairspray, we achieved these transformations on one individual in just one day, capturing the entire experience through a photoshoot.
Organic Social // Teaser
Sebastian Shaper // Campaign Video
The Results
In less than two weeks of introducing Sebastian on Facebook, The Icon Of Transformation videos went viral. While most Sebastian posts top at 12 likes, the videos received almost 3 million views, 6.6K likes and 756 shares, making it the most talked about Sebastian video to date!
Credits
CLIENT Sebastian Professional COPY Brian Nesbitt CREATIVE DIRECTION Christianne Brooks ART DIRECTION Hannah Matthew Martinez