client: Pantene North America
duties: Creative Direction, Art Direction
Pantene is a brand rooted in health and results, so when we were tasked to rethink how we were bringing the world of science and superiority to the Pantene fan we went kept it simple—by letting the product speak for itself. Working in collaboration with both Pantene’s team of researchers and a set of bespoke engineers we designed a set of stylish tests that would simulate the everyday torture that women put on their hair: heat, pulling, humidity and more.
Since their debut, these videos have seen some of the highest engagement on YouTube with no paid support and had a higher YouTube view duration than the overall channel average. When placed on Hulu for pre-roll, the videos exceeded the benchmarks for their completion rates. In short, everybody loves a good simple test. As of Jan 2015, total views of all videos have exceeded 1 million views.
Production: GREY/GREY Gravy
Director: Patrick Biesemans
Art Director: Kendall Gregory