​​​

​​​​​

BRIEF

Relaunch Shockwaves (no communications since the late 2000s), retaining its boldness while making it feel current and relevant again.

​

STRATEGY

Reintroduce Shockwaves with impact through authenticity in every expression of the brand — talent, locations, styling, and tone of voice — to connect with a generation of social mavericks who think independently.

​

APPROACH

We championed a “crew” of authentic individuals who embodied the brand’s rebellious spirit, celebrating their diverse personal styles.

​

EXECUTION

We cast over 150 models to select four core Shockwaves ambassadors (with strong social followings), representing a range of hair types and styles. Their energy — fun, free, and rebellious — defined the campaign tone.

We refined art direction and styling, shooting in urban environments where our audience naturally lives and gathers, establishing a refreshed and distinctive brand world.

We delivered a socially driven content system across three strands — Lifestyle, Product, and Education — producing over 100 pieces of content designed to be playful, aspirational, and platform-native.

​

OUTPUT

TVC • Lifestyle film • 7 how-to tutorials • POS • Website content • 150+ social assets​​​​​​​​​​​​​​​​​​​​​​

​​

​

​

​