Pantene
Control Frizz,
No Drama
Frizz doesn't warn you before it shows up.
The weather shifts, humidity rises, and there it is: a real drama for anyone who deals with it every day.
For the launch of the New Pantene Bamboo Serum, we created a series of films that put frizz in the lead role,
whether it's caused by rain, wind, or that night's sleep you wake up from needing to fix your hair.
The idea was to turn this moment, so familiar to every woman, into a visually immersive experience emotionally connected to the reality of Brazilian women.
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More than showing hair, we told a story that's part of everyday life, translating onto the screen the feel of the serum that helps control frizz without drama.
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a memorable way.
There, frizz, a subject so present in Brazilian women's daily lives, became a journey of discovery, interaction, and product experimentation.
Behind it all is the serum's technology, inspired by Pantene Japan and adapted for Brazilian hair: a distinctive texture that controls frizz without weighing it down.
In the end, the only thing we want to wake up dealing with is the day. Not frizz.
@greybrasil
CW: Júlia Calais
AD: Eduardo Freitas, Raphael Nogueira
CCO: Manir Fadel
ECD: André Gola
CD: Mariana Horta, Ale Parme
my role: concept, copywriting