Under the guidance of A Different Kind of Animal I art directed a new campaign for Cantu hair products that elevated the way products are marketed to black women. Some of our photo treatments were inspired by instagram filters. The new campaign used real personalities and shied away from the traditional "models smiling into the camera" positioning to be something more real, coquettish and "come get me" than the brand has ever seen.
We launched the new brand look with compelling "candid" photography for social and 5 video-how tos which were also pushed to taxi TV.
This project was aesthetically successfully and the audience responded by helping Cantu climb to the number 2 market share residency within the black hair care sector.
Creative Directors: Ben Cruz
Art Director: Tiffany Pilgrim
Production: Alexandra Angst, Alex Henderson
Photographer: Glenford Nuñez
Retouching: Peter Phan
Videography: Frosting LA