mexican    |     C O N T A C T     |    @cuevawolf

 the transformer;

 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.

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,

Client: Redken

Creative Director: Grey Zisser

Associate Creative Director: Cuevawolf

Production + Editorial: Blonde+Co

Photography  Txema

Hair Stylist Guido Palau

Model Sara Cummings

 

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