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,