These guys are going up on the fridge.

OLAPLEX: The #1 Prestige Haircare Brand and the pioneers of bond-building science.

The first to do it. OLAPLEX is a leader in haircare because their groundbreaking science transformed the landscape of the industry forever. Now, that landscape is crowded with competitors jumping on the bond science bandwagon. As OLAPLEX navigates this new era of staying out in front of the pack, my role is to help shape their brand voice, ensure consistency globally across all channels, and distinguish the brand from its many followers as the original, the haircare brand for all humans. Every product launch, every campaign–OLAPLEX is innovation, never imitation.

Nasdaq Tower Times Square Ad, OLAPLEX x Sephora Holiday 2023

Sephora is one of OLAPLEX's most important retail partners. To support their holiday sales, we wanted to do something big...like 8-stories-tall big. I worked with our creative directors to create this shimmering video placement full of glam hair and glitzy gift sets that would speak directly to viewers on the street and drive them to Sephora near the Nasdaq tower. "Healthy holiday hair is just blocks away at Sephora Times Square." The sky-high ad ran the first 3 weeks of November. The holiday campaign successfully played a role in supporting Sephora to sell out of all OLAPLEX 2023 holiday gift sets in store and online. OLAPLEX.com also experienced its best Black Friday shopping weekend to date as a result of our full holiday campaign.

Full page in the Sunday edition the day after Christmas to celebrate the recent OLAPLEX IPO.

Nutrafol 360° Women's Campaign - HAIR AS STRONG AS YOU ARE

The challenge? Create an OTT digital and CCTV ad for a 360° campaign to reach out to women about hair loss and do it with video footage we already have because in New York in May of 2020, production had largely shut down. Thinning hair is a health issue, but how do you talk about it when the world is still freshly reeling from the onslaught of Covid? How do you empower women who are bearing the greatest weight as caregivers, workers, and parents during a time like this? By reminding them just how powerful they already are.

Nutrafol Summer 2021 Out-Of-Home concept

More than a year post-Covid, summer of 2021 saw people getting out again–outdoors, out with friends, out on first dates. Suddenly, thinning hair feels like it matters again. But who has the emotional bandwidth for that right now? Pop the pills and put better hair growth on autopilot.

Fi: The smart dog collar app
New feature announcement (Requested on spec)

When the fine folks at Fi asked me to create multiple pieces of a hypothetical launch announcing a new in-app feature to their existing subscribers, I jumped at the chance like an over-excited lab going for a frisbee. The Fi Nearby feature brings the growing community of Fi dog collar users and their dogs together via the app's GPS technology. (Spec copy posted with permission from Fi.)
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More of the goods from Nutrafol

Ever heard of the Pines Party? This scantily clad Fyre Island fun fest that benefits the LGBTQ community has a print brochure featuring ads by its sponsors. This is the PG version of the G-rated ad Nutrafol chose to run for that wild weekend. But who doesn't love a little innuendo? Click image for the full ad.

Kate Ryan Skincare