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
