Chamomile

Herbal Essences wanted to premiumise their range of haircare products for the European market. As a fragrance first brand, they wanted to move away from their OTT, ‘enjoyment’ in a waterfall, to something that would feel more part of the contemporary fragrance world. Myself and my creative partner created a story that could encompass all the brand’s key moments such as ‘Transportation’ ‘Touch and smell moment’ ‘Hair WOW moment’ while still feeling looser and less formulaic than their previous work. In short, we needed to tell the dual story of the emotional benefit of summer time joy alongside the variant hair benefit of Chamomile shiny hair.

Shot in Mauritius in November, one of the few places in the world where Chamomile grows that time of year, I did double duty as both agency creative working closely with the Director Ivo Weigaard on the main shoot, as well as shooting a number of UGC style TikTok assets for the brand on my iPhone.

All the post work, including the track re-composition, VO rec, SFX, grading and VFX were overseen by myself and my creative partner.

The film was highlighted by both the agency and several of the most senior clients as ‘The best first edit’ and ‘best ‘hair WOW moment’ they’d ever seen.

Role: FTC Senior Art Director

Agency: PGOne Saatchi, London