All Hair is Beautiful
Overview
Dove approached us to create a product-driven global TV spot to expand their #ShowUs platform, aligning their inclusive product range for diverse hair types with the brand’s purpose-driven message: all hair is beautifully different. The challenge was to seamlessly blend this message with a compelling showcase of Dove's haircare products while staying true to their ethos of making beauty a source of confidence for all women.
Art direction
SapientRazorfish
Dove
2019
Agency
Role
Year
Client
Evolving the #ShowUs mission
The resulting film tackled real, relatable stories that exemplify the biases surrounding hair. The spot called out exclusionary beauty standards while celebrating the diversity of hair types and the women who wear them. By tying these narratives to Dove’s product benefits, the spot evolved #ShowUs into a platform capable of driving both brand identity and product relevance.
Creating the spot
Shot over a week in Mexico City, we strategically used art direction and casting to transform the city into a backdrop that could represent many locations across North America.
The goal was to authentically showcase diverse hair types and share the stories of women from all walks of life. Every detail—from the vibrant hairstyles to the carefully crafted environments—was designed to reflect the beauty of individuality and resonate with women everywhere
