John Frieda
So your boss calls you late one night and says, “You have a lot of hair. I need you to learn everything you can about John Frieda.”
Luckily, you’ve been a loyal customer of the brand since the ‘90s.
Pitching to John Frieda was one of the most fun experiences I’ve ever had. When we won the social business, my team and I pushed their creative in an entirely new direction.
I lead a lean team to create innovative new content for the brand. From writing copy to storyboarding to directing to capturing and editing photos, I wore many hats and loved every second of it.
When you don’t have an art director or designer but need to get storyboards done ASAP, what do you do? Well, I don’t know what anyone else would do, but I made storyboards out of Bitmojis. This concept took John Frieda’s traditional “Before and After” and turned it into “Before and After and After and After” to show that these products can take you from any before style to any after.
You may notice Antonia Gentry from Ginny and Georgia. She’s one of the nicest people I’ve had the pleasure of working with.
I also convinced my team and my wonderful producer, Jessica White, that of course we can build sets. My mom is a carpenter. “I’ll build the sets myself,” I said. And needed to shoot so many scenes with 13 different hair styles and outfits… in two days.
Sometimes great ideas become a lot bigger when you actually make them. But the result? *chef’s kiss*
