It’s So Me

Agency: Badger / Futura Collective

My first big break.

During the COVID-19 pandemic, people started experimenting with at-home hair dye more than ever before. Without the usual social pressures, they began making bold, unexpected choices. We saw an opportunity to reposition Clairol from a heritage hair dye brand to a tool for unapologetic self-expression.

It’s not about the hair color you were born with, it’s about finding the hair color you were born to be.

We launched with a custom TVC track and distinct personas for each hair color sub-brand, helping consumers find the shade that felt most like them. Each persona spoke to a unique type of at-home color user, all connected by a shared belief: hair color is a form of self-expression. My tagline helped win the pitch, and the brand still uses the personas today.

BTS Capture

While on set, I decided to capture behind-the-scenes moments that showcased the personalities of our talent. Those shots ended up inspiring a social series featuring micro-influencers.