Herbal Essences wanted to premiumise their range of haircare products for the European market. As a fragrance first brand, they wanted to move away from their OTT, ‘enjoyment’ in a waterfall, to something that would feel more part of the contemporary fragrance world. Myself and my creative partner created a story that could encompass all the brand’s key moments such as ‘Transportation’ ‘Touch and smell moment’ ‘Hair WOW moment’ while still feeling looser and less formulaic than their previous work. In short, we needed to tell the dual story of the emotional benefit of ‘life through a rosy lens’ alongside the variant hair benefit of petal soft hair.

Re-edited to tell an entirely different story from what was originally shot by another agency in Paris, I created a new storyline, with a whole VO, and a ‘cool’ acoustic version of ‘La Vie En Rose’ sung by Emily Watts giving a fresh, soothing, more updated version of the film.

The film brought Herbal Essences into the PGOne fold, leading to a job offer from Saatchi for me and 2 other TTL variant campaigns that we then shot in exciting locations abroad.

TV, Social.
Role: Freelance Senior Copywriter.
Agency: PGOne Saatchi & Saatchi, London