NEW WORK ALERT: Better Natured “anything you can do I can do better”
Isn’t it time we all had some good, clean fun?
Shot just before the world turned upside down, and finished just as we all got our sea legs for remote post production, this launch campaign for Zotos Professional’s new Direct To Consumer brand Better Natured celebrates the DIY fun of the self-stylist.
To launch this naturally-derived, purely science brand, we needed to reassure the self-stylist, a hair-involved consumer that styles, focuses on, and most of all plays with their hair, that Better Natured is not only clean, it’s ultra-performing. Turning away from the typical green, brown, and leafy “natural” cues used by every other brand in the better-for-you space, we leaned on bold, happy, playful colors, flowers and stripes the exuded energy and fun.
Because Better Natured takes the seriousness away from professional-level products and replaces it with the encouragement to express yourself through play, the video pits one self-stylist against another, each using a variety of care and styling products to playfully one-up the other, creating style after style in a fun, friendly way.
The :30 launch video was complimented by a collection of :15s and :06s designed for quick hits of social fun.
