Vornado World’s Largest 4K Screen
How do you get attention in Times Square?
Church & Dwight
Launching the next big hair thing with Batiste.
Product Launch • 360 Campaign • Entertainment Marketing
How do you introduce an all-new type of haircare product?
Background
Dry shampoo is having a moment. More and more women are seeking a quick fix solution when they don’t have time to wash their hair. For years, Batiste has been a cult favorite brand— but the products only worked for certain types of hair. So, Batiste decided to shake things up and launch an all-new product that welcomes a new ‘do to the category — Batiste Foam for curly or dry hair. Since this was the first expansion for Batiste outside of traditional dry shampoo, Batiste wanted to make a splash with the launch.
We set out to create an atypical beauty spot... And I think the beautiful energetic world that was created did just that!
VP Senior Group Creative Director • Razorfish
Journey
Our target loves to create, make their own style, and bend the rules – which led to the idea: To be you is refreshing – a celebration of individuality and different beauty routines. We launched the 360 campaign with a music video-style TV commercial, shot by Taylor Swift’s award-winning music video director, that features the morning dance of different women getting ready. We designed each room to show a glimpse into each of their lives, and used this set to capture unique stories used across media channels.
From print, to SEO, to influencer partnerships, we focused on a key message: Batiste has a whole new foam-y way to refresh your individual style.
Drew Kirsch was the perfect director to bring the colorful world of Batiste to life.
Creative Team • Razorfish
See more of our work.
Alfa Romeo Crashing Bimmerfest
How do you compete when competitors spend 5x more on marketing?
Dove Project #ShowUs
How can a brand truly change a systemic issue that impacts women worldwide?
Cadillac Rise
How do you breathe new life into an iconic company?
Denver Botanic Gardens
How do you create an exhibit that’s a natural extension of nature?
Reinventing Viviscal
How do you change the conversation on women’s hair loss from hopeless to hopeful?
Celebrating 5 Years with Patrón
How do you make digital feel handcrafted?
Orangetheory Fitness
How can the right technology open the door for growth?
World of Coke Museum
Can an immersive experience help bring an iconic story to life?
Porsche Engine Notes
Can a sports car become a musical canvas?
Pantone Studio App
How do you empower the next generation of makers?