Client: TRESemmé | Channels: Film, TVC Super Bowl
To launch the new Pro-Infusion haircare collection by TRESemmé, the brand wanted to overcome its association with stiff gels and hairspray, and celebrate natural styles with fluid movement.
To do this, we went where self-expression, and hair, is restricted: the Olympic sport of synchronized swimming. Hundreds of pages of rules govern not just the swimmers’ physical formations, but also their make-up, swimsuits, expressions, and hair—shellacked with layers of gel to ensure zero natural movement.
We wanted to help Team USA break from the typical restrictions of their sport and express themselves freely. So we partnered them with renowned choreographer, Parris Goebel to create the first underwater performance designed entirely around the team’s flowing hair.