be whomever you want to be, whoever that might be.
With a campaign that promotes self-confidence and celebrates individuality, we introduced Redken's new muse, Sara Cummings, by transforming a girl into a boy in a fashionable way using Redken's newest styling products.
A campaign that introduces Sara cummings as Redken's newest muse, and celebrates individuality.
EXPRESS YOURSELF, TRANSFORM YOURSELF, BE YOURSELF.
In collaboration with celebrity stylist Guido Palau, the campaign's hero video pays tribute to self-expression by transforming a girl into a boy, in a fashionable way throughout six different hairstyles, using only Redken products. This campaign encourages the audience to express and turn themselves into whomever they are or want to be. With a visual treatment that heroes all six looks, we use fast-paced cuts and splits to expose all layers of this transformation,