experiential <> art direction <>
experiential <> art direction <>
OGX® Mane Moment Gallery
Haircare is one of the most competitive beauty categories, with a glut of competing products in the aisle. And they’re all offering the same promise of epic transformation. So when OGX was set to launch their Bond Protein Repair line - how could they breakthrough and make people care?
Our Approach.
While OGX had brand recognition with its unique bottle design, that’s as far as it went. To capture attention and resonate with Canadians, the brand had to cultivate an emotional, cultural connection.
We landed on the insight that hair is much more than style - it’s a personal story. Self-cut bangs. Box-dyes in bathrooms. Space buns and butterfly clips. These eras of hair exploration and self expression? We called them The Mane Moments.
How We Showed Up.
We launched The Mane Moments with an IRL gallery that celebrated Canada’s meaningful hair journeys. Hosted by Canadian supermodel Coco Rocha - legendary for her embrace of hair as self expression - the gallery was a curated space of photography, cultural touchpoints and robust storytelling. With seamless product integration, media and influencer engagement, The Mane Moments Gallery put OGX at the forefront of haircare as an embrace of empowerment and self-expression, no matter the styles that come and go.
THE RESULTS
27M+ Earned Impressions
•
2,000+ Attendees
•
Featured in ELLE Canada
•
27M+ Earned Impressions • 2,000+ Attendees • Featured in ELLE Canada •
3D Renders
Created in Cinema4D by Garthikan Gobinathan
Dream Team
Agency: Mint
Kim Tarlo, Executive Creative Director
Anna Cumyn, Creative Director
Aaliyah McLaughlin, Copywriter
Garthi Gobinathan, Art Director