With Pattern Beauty set to expand to the UK in partnership with iconic retailer Boots, the brand tapped playworkgroup to help make a splash. In order to build buzz and drive awareness in a new market, playworkgroup developed and produced an eye-catching campaign centered on the visual poetry and power of curly, coiled and tight textured hair, shot by Campbell Addy and deployed as a multi-channel launch.

The result | Our #expandyourpattern campaign netted a media reach of 9.59 million, a warm UK welcome for Pattern.