Haircare is an emotionally charged beauty conversation, particularly for clients historically underrepresented in marketing who struggle to find prestige products formulated for their hair types. The goal of this campaign was to highlight products for all hair types and introduce exclusive options for those with naturally textured hair. Due to Covid-19, we had to rapidly reinvent our concept just one week before our scheduled live model photo and video shoot. I led the team in pivoting the campaign to a fully digital approach, partnering with the talented Jade Purple Brown to create our characters and BUCK studios to bring them to life.