Youtube challenged L'Oréal to think like a creator and build new content hub for each of its brands. 

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Redken invited us to create episodic content, targeted towards millennials, that was discoverable and actionable, driving its audience towards their professional hair colorists a.k.a. Redken Artists.

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We created NEW HUE, NEW YOU; a video series that focused on stories rather than products, through hair color transformations. By casting real millennials in need of a true hair color transformation, we were able to capture authentic stories and, through the consultation and coloring process, help them realize and expose their inner beauty.

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The overall content was unscripted and truly authentic. The aim was to capture authentic stories and spotlight the genuine relationship between the consumer and the Artist.