John Frieda was founded in 1988 by the man himself in a mission to make salon quality hair attainable for everyone. However, in the last 10 years the brand had seriously lost its way. We pitched to bring it back to its roots (pun intended) and to bring to life how you can feel like when you've salon worthy hair, every day, with their products.

We purposely decided to break the shackles of the category and have no 'science bit' but rather double down on how great hair can really transform the way you look at yourself. Finally we gave the brand the love and zhuzh it deserved to come across as more premium yet attainable to a global audience.

Below is some of the work but there was a monumental amount of assets created to go in over 120+ countries.

My role: Pitch Win, Creative Development & Creative Direction | Creative team: Sophia Johnson & Sophie Szilady | Designer: Tom Widdrington | Agency: VCCP

Accolades: 4/5 David Reviews

The main brand imagery was shot by fashion photographer David Roemer.

Not to mention some beautiful BTS stills by Alexander Kibble.

Plus no global hair campaign would be finished without social films that feature how to use the products. However, we still kept our fashion premium aesthetic and strong brand world.