ROLES: DIGITAL DESIGN DIRECTION, LAYOUT, CONCEPT DEVELOPMENT
Situation:
Bumble and Bumble was working on a new product to speak to easy, "air dry" styling. The new product would fall somewhere between a leave in conditioner and a flexible hold softening style cream. This would become Don’t Blow It (H)airstyler. Bb was looking to take CPG approach mixed with an insider, off duty, insider secret vibe.
Task:
As digital design director I worked on ideation for compelling campaign approaches to to communicate the unique value of the product.
Bb's signature downtown street style grit was a key inspiration for to set mood of the campaign.
Inspiration reference. Short film by Amos Poe.
When I found this film I was so excited I emailed the director. He was really kind and wrote me back.
Action:
In ideation I brought to the table inspiration from an Amos Poe music video that showed a raw 35mm of a woman jumping in the air in an East Village apartment.
The movement of the hair and the cut and texture felt like the spirit of what the product needed to communicate in ease and lightness and the lo-fi nature of the grainy footage felt very in the spirit of the world of hairdressers and close to Bb. lineage.
Another idea that I suggested was looking to build a product recommendation tool to launch with Don't Blow It. The products was best suited for thinner hair and giving the customer different ways to customize selections would support the "do it your way" spirit of the brand story.
Air play, street style inspired email design introducing the product.
Bb. had seen great success in using infographics that connected beneficial ingredients to illustrations and in this case it was important to point to the ingredients and a differentiator in accessible prestige value. This became a key visual identifying how the product created a light and airy effect.
Results:
The creative campaign was strong on all touch points and digital succeeded in communicating the product value with the emotional connective tissue of the street smart brand.
Don't Blow It hit the mark and exceeded it's plan. It also extended Bb's rule on innovate personal styling products that tie back to white space customer needs. Of all the campaigns and launches that I participated in this one had a simplicity of clear use and understanding the customer challenge leaning into the "easy, on the go" styling product.
Don't Blow It is still a Bb "top seller" and has been extended to a second product for thick/coarse hair.
Photographer Richard Burbridge, Design Direction layout and UX Catherine Mouttet, Video Direction Toni Morris, Copy Direction Laura David Penden Typography and Illustration Crystal Yu, Hair Stylist and hair direction Laurent Phillipon Executive Creative Direction Brett Dean