Creative Concept, Casting, Art Direction, Video Editing
Hair tutorials are a staple of Garnier’s social media content strategy, yet the brand wasn’t producing unique content on their own, instead reposting UGC. Assessing this as an opportunity to own the discussion, I developed an instantly identifiable visual treatment for the brand’s hair tutorial videos, choosing to use a stopmotion style for accessibility and to stand out across digital channels. With casting and wardrobe choices, we created a youthful and fun series of tutorials to educate viewers in an eye catching way.
We evolved our successful stopmotion treatment with a suite of 18 in-depth tutorial videos. Our strategy was to showcase how the same girl could create two or three different looks, allowing us to create relatable yet informative tutorial content.