ROLES: DIGITAL DESIGN DIRECTION AND TEAM LEAD, LAYOUT, CONCEPT DEVELOPMENT, CREATIVE CHANNEL STRATEGY, BRAND DEVELOPMENT
Situation:
Bumble and Bumble was the first prestige hair care brands to introduce a salt hair styling mist with their cult hit product Surf Spray. Launched by the Bb. founder Michael Gordon this marquee product redefined personal styling. The original Surf Spray might be considered a precursor of the direct to consumer product model.
Bumble and Bumble was making their first extension the Surf styling line with a focus on textured and coarse hair types with Surf Infusion.
Task:
I lead execution on digital creative concepts to support all digital touch points including in store/ salon digital display and social media as well as on site owned media. The approach for this launch aligned with standard marketing CPG strategies but the aim was to push share oriented, influencer inspired storytelling.
Homepage
Actions:
The creative opportunities to pull in vernacular elements that related to beach culture and surf influencers was a rich space for this project.
The hair type and benefit aspect of either or quizzes was also a fun “sticky” and share oriented approach. Video was used throughout that tied back to social content as well as longer form how to's, and mood branding videos.
Video Inspiration page
Campaign Landing
Water color brush stroke waves layered into animations and spot brand graphic elements to communicate a Rockaway Beach inspired hipster surfer vibe.
The creative was developed to tie strong visual and motion design elements that could be used broadly between social and onsite content.
Video was also a key development tool. Although the product's styling application was very straight forward showing this on a range of hair types to clarify product combinations and distinctions helped the audience to identify their personalized experience.
Influencer Content Landing with Parallax Scroll
LadySlider X Bumble and bumble. added authenticity and a more person to person reference on the product story.
PDP Redesign to coincide with Launch
Results:
The Surf Infusion launch was beat all expectations and successfully established Bb. Surf as the definitive premium salt spray product line. The line would grow to represent seven skews in the next five years. The styling extension laid the ground work for Bumble and Bumble to reclaim dominance as an innovator at the forefront of digital storytelling and first person narrative, conversational branding.
TEAM CREDITS: Photographer: Richard Burbridge, Video Direction: Toni Morris., Copy Direction: Tia Williams, Package Brand Design, and Illustration: Crystal Yu, Additional Design: Susanne Montelbano, Hair Artistic Direction Laurent Phillipon, Executive Creative Director Brett Dean