Design Essentials develops a wide variety of hair care products mainly targeting women of color. Their ongoing campaign, “Begin Beautifully,” needed to display the beauty and diversity of women engaging in “everyday” activities.
We filmed an evergreen commercial that displayed various women of different ages and ethnicities preparing for life’s big moments. We directed our actresses engaged in the following life events: getting ready for a date; getting ready for school; preparing for a job interview; and getting dressed for a wedding.
In each “life moment,” Design Essentials products were present.