People want to make more sustainable choices but not if it means sacrificing a good hair day. That’s the insight behind Great hair makes a world of difference our creative platform for Schwarzkopf’s new sustainability range.

It speaks to those eco-conscious shoppers who still expect their haircare to deliver. Because let’s be honest, most people still think “green” means less effective and the research backs it up. A study from the University of Leeds found performance is still the biggest barrier when it comes to buying sustainable products.

So instead of leading with the planet, we led with the hair reminding people that with Schwarzkopf, they don’t have to compromise. They really can have both.

My role: I led the art direction for the campaign concept and visual platform. Working closely with strategy, copy and motion, I helped shape a bold new look and tone, using graphic layering, clean product styling, and grounded colour palettes. I guided the creative through concept, layout, shoot direction and rollout across social, and paid channels.