Pro-V Formula
Beauty ads can be formuliac. Patene’s standard formula is usually: Celebrity Testimonial + Product Demo + Product Claim (backed up with a statistic) = Functional Ad.
And I made plenty following this recipe. But I also made others that had fun with the celebrity’s persona and some that didn’t have a spokesmodel or (gasp!) even show hair.
Role: Concept and Art Direction
Agency: Grey Global
Beautiful Lengths
Patene’s Beautiful Lengths Collection is formulated to strengthen against breakage so you can grow your hair longer. This campaign pairs dramatic images of elongated hair care tools with the empowering slogan, “Long is Beautiful” to communicate the product’s benefit in a playful way, i.e., you’re going to need a longer comb.
