Prose - “Hyper-Custom Haircare”

The haircare aisle would have us believe that there are only 4 types of hair. The truth is, everything from your zip code to whether or not you eat cheese affects what your hair requires. Prose needed a campaign that enlightened people to the need for custom haircare—one that positioned them as the leader in customization.

We took inspiration from the fact that there are more potential Prose formulations than there are people on earth. So even two people who look alike would need something different. Using a series of visual tricks (and even a set of twins!), we subverted people’s expectations to show that even the smallest differences in lifestyle, location, length, etc equal differences in formulations. This is not just custom haircare, after all, it’s hyper-custom.

project components

Campaign Concept
Broadcast
OLV
DRTV
OOH
Subway + Station Takeover
Photography