This project started with a song.

 

I was listening to “Long Sardine” by Oxis when it threw me into a nostalgic flashback: the classic Pantene commercial with Natasha Bedingfield’s Unwritten song playing in the background. The melodies were uncannily similar, and in that moment, something clicked. How they felt aspirational, iconic, and tied to this idea of transformation and confidence. Then I asked myself: What would Pantene look like today, reimagined for my generation?

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That question became the heart of this project for my MA in Art Direction.
I was asked to choose a real brand: I decided to reposition Pantene toward a younger, modern audience. One that’s on the move, juggling dreams, deadlines, and daily chaos. One that deeply values self-expression, practicality, and a bit of cheeky humor. 

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After choosing, I had to imagine launching a new product for them. That’s how Powder Puff was born.

Powder Puff is a dry shampoo designed not just for dirty hair, but for emotional resets, soft volume, and minor crises. Let’s be honest, dry shampoo still carries a bit of stigma. It’s often treated like a dirty little secret. But for so many women (myself included), it’s a real saviour. Whether you’re late for class, burnt out from deadlines, or just not in the mood to wash your hair, this is the go-to solution.

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As a personal note, I have a divergent brain, meaning, I often hyper focus when I’m in the zone, and the last thing on my mind is the shower. I know I’m not alone in this. A big part of this campaign was acknowledging women with ADHD and other neurodivergent experiences: women who are not lazy, but layered. Women who need products that work for how they work.

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The campaign is titled Another Day of Being a Woman and in my mind it would take shape as a visual storytelling series: five cinematic vignettes capturing different moments in one woman’s day. These short vignettes, would be premiered as a live-streamed event that remains forever online, like a timestamp of where Pantene meets the future.

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This project is a perfect example of how I work: I listen deeply, I imagine, I connect seemingly unrelated dots, and craft stories that speak emotionally while staying grounded in consumer truth. For me, creativity isn’t just aesthetics, it’s about empathy, timing, and creating something that feels true.