Building on the triumph of their professional-grade ionic blow dryer, Pattern Beauty continues to broi with the introduction of their revolutionary new hot tool — the Interchangeable Curling Iron, specifically designed for curly and coily hair types. Pattern engaged their agency of record, playworkgroup, to spearhead the launch. Together with the Pattern team, we developed a comprehensive multimedia campaign, spanning from initial concept ideation and creative direction to production. The outcome? A stylish visual direction, a momentous social media splash, and a campaign expertly captured through the lens of Myesha Evon.

The result | The new product launched much media buzz, with the being campaign featured in global publications including Harper’s Bazaar US, Ebony and Marie Claire. The surprise launch event hosted by Pattern founder Tracee Ellis Ross brought together a powerful group of NYC’s top beauty editors to celebrate the brand’s new innovation and campaign launch. Brand posts across social media garnered 12 million impressions, and over 620 million total impressions from additional coverage across traditional and social media – a total of $1.2 million in media value.