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 playing in the background. The melodies were uncannily similar, and in that moment, something clicked. I remembered watching those commercials on TV growing up in Mexico—how they felt aspirational, iconic, and tied to this idea of transformation and confidence. And I asked myself: What would Pantene look like today, reimagined for my generation?
That question became the heart of this project. For my MA in Art Direction, I was tasked with choosing a real brand and launching a new product for them. 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.
That’s how Powder Puff was born—a dry shampoo product 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 savior. 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.
Personally, I have a divergent brain—I often hyperfocus when I’m in the zone, and the last thing on my mind is the shower. I know I’m not alone. 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.
The campaign is titled Another Day of Being a Woman and it takes shape as a visual storytelling series: five cinematic vignettes capturing different moments in one woman’s day. She’s joyful, dreamy, messy, emotional, sexy, late, powerful—real. The film was imagined as a live-streamed short that remains forever online, like a timestamp of where Pantene meets the future.
This project is a perfect example of how I work: I listen deeply, 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.
