Haircare is one of the most crowded categories in beauty, with every brand promising transformation. To launch its Bond Protein Repair line, OGX needed to do more than sell results; it needed to create connection. While the brand’s iconic bottle was recognizable, it lacked emotional resonance. We uncovered a simple truth: hair isn’t just style, it is identity. From box dyes to butterfly clips, our hair tells the story of who we have been.

That insight became The Mane Moment Gallery, an immersive celebration of self expression through hair. Hosted by Canadian supermodel Coco Rocha, the gallery brought these personal stories to life through striking photography, cultural touchpoints, and honest storytelling. Visitors explored the space, shared their own mane moments, and rediscovered hair as an evolving expression of who they are.