To love your hair all day long is a powerful thing. You feel more confident and comfortable with yourself. One might say – you let your hair down. So, we did what anyone confidently in love would do: wrote a love song.
We partnered with Latin American pop sensation, Tini, to bring our song to life and launched our campaign with its very own music video.
Made with Emily Pracher (AD) and Arturo Macouzet (CD) at Grey NY.
Awards: PRWeek Global Awards 2020: Campaign of the year, and Best Campaign LATAM.
Results: The campaign grew year-over-year Pantene sales in Latin America by 180% and increased market share by more than 115%.
“Suéltate el Pelo” music video reached 3.2 mm views in its first two days and it's Tini’s fourth most popular song on Spotify.
Does the love for your hair only last for a couple of hours? Don't let that happen ever again. With Pantene, love it all day long.
New Pantene Combing Creams, for all hair types. They leave your hair perfectly defined and frizz-free. And its fragrance lasts all day long.
With hair like this, what's not to love?
Our stars Tini, Camila, and Luna shared how letting one’s hair down is an expression of self-love.
We leveraged regional influencers to amplify our love (hair) story
We launched Pantene’s new creative platform rooted in a cultural truth: there's a strong hair bias in Latin America. So, as the leading haircare brand in the region, Pantene wanted to make the case that hair is a powerful tool for self-realization and self-expression.
To help bring this platform to life, we showcased influencers from all Latin America with different hairstyles, to show that no matter how you style your hair it will always have something to say.
Made with Danielle Briffa (AD), Luiza Justus (Sr. CW), and Arturo Macouzet (CD) at Grey NY.
"Look at her hair". "She's crying for attention". "It's almost like she doesn't even care". "She should dye it". "So unprofessional".
VO:
When people talk... Pantene hair talks back. Because Pantene hair does not live up to the expectations of others. It defies stereotypes. And can play any role. It makes you feel authentic. And reminds you how much you've grown.
Pantene hair doesn't have to cover what comes naturally. And it certainly pushes you to live at full blast.
Because when your hair is just the way you want it – it will always have something to say. No matter what others may say.
Because Pantene hair has a lot to say.
PANTENE HAIR SAYS IT ALL.
When they say “artificial”, my hair says “original”
When they say “another brunette”, my hair says “another day of not giving in”
When they say “unkempt”, my hair says “unafraid”
When they say “extravagant” my hair says “unstoppable”
When they say “out of control”, my hair says “I know exactly where I’ll go”
When they say “rebel”, my hair says “simply different”
A few of our cast shared what does it mean to own their hair and how they're changing the norm. We showcased these stories across social media.
To celebrate the joy of winning the 2023 NBA championship, we partnered with legendary artist and NBA fan Futura to create a unique piece of art made entirely from Michelob ULTRA bottles. Once the piece was completed, we created social and digital content to hype NBA fans ahead of the Finals.
Made with Keslie Watts (CD), Tim Austin, Pete Pirone (ACD), Stephen Reisig (Sr. AD), and Carolina Benitez (Designer) at draftLine.
Press:
No other sport lends itself to superstition more than baseball. From Boggs eating chicken before each game to players engaging in "rally cap” behavior.
That’s why on Opening Day we launched Buena Suerte Kit by Presidente: a good luck kit filled with tokens, charms, and a ritual guide so fans can do anything that’s in their power (literally) to bring good luck to their MLB team.
Made with David Allison (Sr. Designer), Casey D’ Alessandro and Steve Cady (ACD) at draftLine.
AB InBev's Social Norms Campaign Competition is the world's largest marketing competition focused on effectively reducing the negative effects of alcohol through social norms marketing. All AB teams and partner agencies are encouraged to participate in pitching effective campaigns that can change consumer behavior.
Out of 97 campaigns from 23 different countries, our Bud Light Next spec campaign, "Slow Down to Level Up," won the 2022 global competition. Our other campaign, “VIPee Lounge,” was shortlisted.
Made with Carolyn Lee (Sr. AD), Ben Delatte (CW), Eden White (ACD), and Maura Larkin (Strategist).
Click here to view final pitch deck
Every woman knows that by starting her day strong can set the pace for how the rest of the day unfolds. That's why Pantene believes starting strong is worth gold.
Made with Emily Pracher (AD) and Arturo Macouzet (CD) at Grey NY.
A new day is a new opportunity to start strong.
To grow and live new adventures. To express how you feel and be exactly who you are. To take risks and inspire others to do so too.
It’s a new day to celebrate and share those moments you’ll never forget. We’re ready for anything and everything, and we’re not going to stop.
With Pantene hair, I’m not going to stop. Will you?
In order to conquer my day, I need to start strong. And so does my hair.
New Pantene Minute Miracle Shampoo. Reinforced with the powerful ampoule. Its pro-vitamin formula strengthens your hair so nothing can stop you. New Pantene Minute Miracle Shampoo.
The first step to great hair.
Strong hair is worth gold
During my first week at Leo I wrote radio scripts and headlines for the Visit Mexico global campaign, "Live it to believe it".
Expectations were high – I'm Mexican.
Made with Geraldine Ramírez (AD) and Eduardo Vea Keating (CD) at Lápiz (Leo Burnett).
Script in English:
Woman talking to co-worker: Going to Mexico City has been one of my favorite trips. It's so easy to get lost between museums, food markets, and parks. But when you think you've lost your direction, an angel can guide you straight to your hotel.
Announcer: The angel from the Paseo de la Reforma has a height of 45 meters and commemorates the centennial of Mexican independence.
Visitmexico.com. Live it to believe it.
Script in English
Woman talking to co-worker: When I traveled to Mexico City I was in awe with all of the colors and flavors. I thought I was only going to eat traditional dishes, but I learned there are exciting restaurants all over the city.
Announcer: Mexico City has 3 out of the world's best 50 restaurants, merging traditional flavors with innovative techniques.
Visitmexico.com. Live it to believe it.
Script in English
Woman talking to co-worker: My trip to Mexico City surprised me at every step of the way – with its multiple palaces and the grand plaza. But finding a castle nestled in the middle of the city, knocked me off my feet.
Announcer: The "Castillo de Chapultepec" is the only fort in the American continent that's been home to a sovereign. It is located inside the Chapultepec park, which serves as the city's lung.
Visitmexico.com. Live it to believe it.
Humbled and proud I got to revamp a classic.
Made with Geraldine Ramírez (AD) and Lizette Morazzani (CD) at Leo Burnett.
An ever-growing collection of UX writing, organic content, and performance creative.
The following content series “From Start to Fifty” celebrates the 50th anniversary of the NYC Marathon’s Women’s Division. We interviewed Kathrine Switzer, the first woman to run the Boston Marathon, and Olympians Alexi Pappas and Molly Seidel on what drives them to run and how they find enjoyment at every step of the way.
Made this social, recap video celebrating #TeamUltra at the 2022 NYC Marathon.
I owned all UX and social writing for Michelob ULTRA’s experiential event, Movement Live. The campaign assets needed to educate and promote the event that would take place across six key market cities.
Shout out to JC Wu and Carolyn Lee for helping create a beautiful visual brand world.
