digital campaign
Cake Beauty's objective was to establish the brand as a curl authority by delivering an effective, repeatable, delicious-feeling curl regimen explained and personalized through trusted curly storytellers. We used a nostalgic story-telling approach to amplify awareness and strengthen brand credibility as a leading curl authority . To drive discovery and conversion we continued the infomercial story into a retargeting video and wrote cheeky reviews that resonated with the primary target. My role in the project was campaign concept, videography and photography and art direction.
supporting video
Behind the scenes
The idea "Hot Curl Energy Hotline" was inspired by infomercials in the 80s and 90s. The idea was to hook our primary target with humour and nostalgia in order to stop the "swipe" while communicating product benefits and hinting on indulgence.
