Visual Strategy | Campaign Creative | Creative Direction | Graphic Design | Art Direction | Copywriting | Social Media Marketing | Growth Strategy | Post Production | Videography | Sound Design
Pattern beauty is on a mission to celebrate and protect the natural beauty of Black hair with its range of products specially formulated to nourish, style, and protect textured hair.
As Pattern’s agency of record, playworkgroup built upon the previous collaborative relationship to launch a new, pro-grade ionic blow dryer and accessories – a revolutionary tool for coils and curls.
Set to launch a game-changing, pro-grade ionic blow dryer for Black hair, Pattern Beauty turned to their agency of record, playworkgroup, to turn up the heat. Working closely with the Pattern team, we developed a full-scale, multimedia go-to-market strategy, from concept and marketing to creative direction and campaign production – delivering a fresh visual direction, bold social rollout, and campaign shot by Nadine Ijewere and Myesha Evon.
The result | the new product sold out within the first week, netting the highest website traffic increase in Pattern Beauty history. The campaign was featured in global publications including Cosmopolitan UK, Glamour UK, Allure, Women’s Health, Who What Wear and Harper’s Bazaar, and honored with several industry innovation awards. Brand posts across social media garnered 29.8 million impressions, and over 11.3 billion total impressions from additional coverage across traditional and social media – a total of $22.7 million in media value.
Campaign Photography
Product Photography
Social Media
Outdoor Advertising Campaign
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