Case Study: Sebastian Professional #HelloEffortless Campaign
Client: Sebastian Professional (COTY Geneva)
Campaign: #HelloEffortless
Scope: Art Direction, Concept Execution, Content Creation
Location: New York City
Talent: Ariel (@etherealariel), Anders Gran (@anders_gran), Miranda Makaroff (@mirandamakaroff)
Overview:
Sebastian Professional sought to launch a new styling routine designed to create an effortlessly cool texture, lasting from morning to night. The campaign, named #HelloEffortless, aimed to showcase a fresh, city-inspired aesthetic that resonates with today’s on-the-go lifestyle. Leveraging the bustling energy and bold character of New York City, our approach captured this routine’s seamless integration into the lives of individuals who embody self-expression and effortless style.
Creative Concept and Development:
To bring the #HelloEffortless campaign to life, we anchored our creative vision in the dynamic, real-world texture of NYC, choosing three unique talents who reflect the campaign’s essence. The styling routine was depicted as a natural part of their everyday lives, translating the brand’s promise of all-day texture into visual storytelling.
The core idea was to capture the product’s benefits through a “day-in-the-life” format, following each talent from AM to PM. This storyline was complemented by natural light and shadow contrasts, mirroring New York’s evolving landscape throughout the day. Through carefully crafted framing and movement, we brought to life the transformative power of Sebastian Professional’s routine while maintaining an authentic, spontaneous aesthetic.
Talent Selection and Styling:
Each influencer was handpicked for their unique style and connection to urban, creative lifestyles:
- Ariel (@etherealariel): Known for her ethereal aesthetic, Ariel brings a softness that contrasts with NYC’s grittiness, creating a visually compelling juxtaposition that mirrors the campaign’s balance between effortless and bold.
- Anders Gran (@anders_gran): With a distinctive, edgy style, Anders embodies a modern, masculine take on texture, aligning perfectly with the product’s appeal across diverse audiences.
- Miranda Makaroff (@mirandamakaroff): Miranda’s vibrant personality and artful approach to self-expression added a playful layer, further enhancing the campaign’s visual diversity and appeal.
Visual Execution:
Our team executed the campaign using New York City as an open-air studio, with urban backdrops reflecting a mix of industrial and organic textures to mirror the hair’s effortlessly styled look. Locations included classic NYC street scenes and high-rise terraces, utilizing natural light shifts to capture the evolving texture of the hair from morning freshness to evening sophistication.
The styling was intentionally minimalist, allowing the hair textures to be the focal point. We embraced slight imperfections, in line with Sebastian Professional’s ethos, to underscore authenticity and effortlessness.
Outcome:
The #HelloEffortless campaign successfully introduced Sebastian Professional’s new product line by celebrating genuine, relatable style with a sophisticated twist. Content generated across social media platforms and digital ads spotlighted the transformation possible through the brand’s routine, resonating with audiences looking for a simple, chic styling solution. The visuals not only highlighted the product’s performance but also reinforced Sebastian Professional’s reputation for creativity and innovation within the beauty space.
By merging iconic New York energy with a modern, effortless styling narrative, we created a campaign that not only showcased product utility but also celebrated individual expression, embodying the “effortless cool” ethos that is synonymous with Sebastian Professional.