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Infusium: The Power of I

“Rise to the power of I” is an idea I came up with for Infusium's national campaign relaunch with a strategic double meaning. For our target audience (25-35 y.o. ladies), "Rise to the Power of I" means living up to your potential. For Infusium, this line functions as a CTA, alluding to the brand's proprietary I-23 Complex, a power-nutrient that improves your hair with each and every use. So your hair can live up to your potential, too. What I like most about this commercial, though, is the fact that no computer graphics were used or abused in the making of this commercial. Unlike a Pantene or John Frieda ad, you won't see famous actresses or supermodels with a waterfall of sparkly, cascading locks and unrealistic looks. But you will see a lot of beautiful and badass, "everyday" women. One of them even became a friend after this shoot!

Project Roles
Copywriter, Creative Director, Writer
Company
Infusium
Skills
Art Direction, Commercial, Conceptual, Content, Copywriting, Creative Direction, Fashion, Low Budget, Radio, Social, TV
Media
Commercials - Broadcast, Commercials - Video, Magazines, Social Media Content
Project Industries
Beauty, Packaged Goods
Infusium: The Power of I
Infusium: The Power of I
Infusium: The Power of I
Infusium: The Power of I
Infusium: The Power of I
Infusium: The Power of I