TRESemmé Runway Collection

Social-first creative for two global TRESemmé campaigns.

Brand:
TRESemmé

Project:
How-to Content for TRESemmé’s Runway Collection & Youth Boost products.

My role:
Design Lead

Team:
Edelman Social

While working at Edelman, I led the look and feel for two global TRESemmé social campaigns: Runway Collection and Youth Boost. The creative paired the brand’s salon-quality promise with the rising movement of DIY beauty — empowering women to create their own perfect look, anytime.

Runway Collection

Launched during New York and London Fashion Weeks, this campaign gave women the tools to achieve everyday runway results. I designed the visual direction for the social content, producing a series of how-to videos and multiple still variations tailored for different platforms and placements.

Youth Boost

Youth Boost focused on helping women combat the early signs of aging hair. We created a full suite of how-to content, including videos, stills, and a stylist-led interview filmed with one of the collection’s celebrity partners. Each piece was crafted to feel premium, accessible, and rooted in real styling expertise.

DLKW LOWE’s advertising campaign, photographed by Rankin.

How-to content we created for the 'From the Runway' Campaign.

How-to videos

We created 6 how-to videos for the ‘From the runway’ and ‘At Your Fingertips’ Campaigns.

Key Frames from the ‘Hollywood Waves’ video.

Behind the Scenes: Scripts, Storyboards & Styling

I partnered with a copywriter to develop the scripts for all campaign videos. We produced six main films, each adapted into multiple edits for different formats and social channels. Together, we also created a Styling Deck for the production and styling teams, ensuring a consistent visual direction across every piece of content.

Working closely with stylists and production, we developed detailed shot lists, prop lists, and ran pre- and post-production meetings to keep every stakeholder aligned — including the TRESemmé group account director.

The shoots began at 5am in Shoreditch, spread across several studios within walking distance of one another. As sets were being built and styled, celebrity hair and makeup artists worked with our talent, while fashion stylists prepped and lined up every outfit for each shot. It was a fast, high-energy production environment where design, styling, and storytelling all came together seamlessly.

Editing & retouching

All imagery for the campaign was retouched by an external agency specialising in beauty work. After each shoot, I selected the key frames needed for our content and marked up the required retouching and crops. These selects were sent to the client for approval and then handed over for final retouching. Once completed, the images were placed into our pre-designed templates, approved, and rolled out across all social platforms.

The videos were edited by the production company, with my team providing the supers and end plates that were added during post-production.

The products featured across the campaign were a mix of 3D models and real-life photography, supplied by a separate external agency. After sign-off, we created the shot lists, marked up the selects, and incorporated the finished assets into our designs for final delivery to the client.

Design direction & delivery

The branding for all social content — both stills and video — was designed ahead of the shoot. I set the art direction for the photography, video, and styling, and briefed all production teams to ensure consistency across every asset. I also held final sign-off on all creative before it went into post.

During shoot week, our Creative Director was pulled onto another project, leaving me to run the video shoots and manage the photoshoots happening simultaneously across multiple Shoreditch locations. It was an intense, fast-paced environment, but the team delivered seamlessly — and both the client and Creative Director were extremely happy with the final output.