TRESemmé
Culture Studio
Creative Direction / Copywriting / Creative Strategy
After we rewrote TRESemmé’s voice, the real fun started. We let her have her say.
I led creative and content for the TRES Culture Studio — an ongoing newsroom / content engine where campaign spikes, creator worlds, and cultural moments fed the same point of view. Here’s a sample of some of my favorite sequences.
GLOSS
High shine. Shared spotlight.
Gloss wasn’t just about sleek hair. It was about shine theory—the idea that when one woman shines, everyone around her does too.
So yeah, it’s glam. But it’s also girlhood. Passing the brush. Hyping your friend. Having a moment, together.
I drove the big idea and briefed in Creators, collabs, and real-life events — making “sharing the shine” feel less like a tagline and more like a behavior.
MICRO-MOMENT:
HOT GLOSS
A collab with a hot honey brand that turned that glossy shine theory into something edible.
Sweet, sticky, shimmery. It blurred food and fashion in a way that felt playful—not precious. #girldinner was having her moment, and we thought she should shine, too.
I concepted the crossover and partnership framing—making sure it felt intentional, not random.
Get (tf) Out of Bed Head
Low effort. On purpose.
If Gloss was about sharing the spotlight, Get (tf) Out of Bed Head was about owning your chaos.
Built around a product spotlight on the Dry Texture Spray, it leaned into the idea that “undone” isn’t lazy — it’s confident.
I led the big idea concepting for episodic content on YouTube and shaped creator briefs and event social-capture that let the tone breathe: GRWMs, imperfect textures, GNOs, a little smirk in the caption.
Because effortless is still effort—we just don’t brag about it.