L’ORéal professionnel

Role: Creative Direction, Art Direction

Company: SAMY Nordics

Client: L’ORÉAL

Year: 2026

BACKGROUND

We all need a little boost for our hair from time to time, but what exactly does Nordic hair require? Our task was to recreate new and exciting content for Nordic audiences by revitalizing L’Oréal Professionnel’s Metal DX Mask materials that needed a stylistic "glow up."

APPROACH

After researching what Nordic people value in their daily haircare routines, we scripted and produced a series of videos that speak directly to this specific geographic audience. These videos aimed to highlight immediate results rather than focusing on the problems Nordic hair typically experiences. To make the content even more approachable, we looked beyond BVOD materials and traditional ads to create native content for Instagram and TikTok. For Instagram, we developed a "hold the dots and scroll" carousel post that showcases hair transformations in a creative, interactive way. Meanwhile, for TikTok, we designed and produced relatable, Gen Z-inspired GIF stickers for content creators to integrate into their own storides.