Matrix Brand Video 2022

Matrix was in the midst of redefining its brand identity — moving toward a more inclusive, artist-forward position in the pro hair space. The challenge was to create a bold, expressive video that felt like a reset: something that would signal where the brand was headed creatively, culturally, and emotionally.

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This wasn’t just about visuals. It was about tone. The piece needed to empower stylists, reflect real-world diversity, and position Matrix as a modern, fearless voice in the professional beauty world — all while breaking free from traditional hair video tropes.

Develop a cinematic campaign piece that could serve as both a brand manifesto and a rallying cry. The focus was on elevating artistry and individuality — spotlighting Matrix’s full range of talent, from everyday stylists to editorial pros.

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We wanted to create something rhythmic, high-impact, and full of personality — a celebration of real people, real texture, real color — while delivering the message that Matrix is a brand built for every stylist, every client, every identity.

We crafted a high-energy, movement-driven brand film anchored by an original custom song written specifically for the campaign. Through striking studio photography, diverse casting, and an editorial visual style, the final piece delivered a powerful creative statement: Matrix isn’t following trends — it’s setting them.

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The video became a flagship brand asset across digital, retail, and global launch events. It established a new aesthetic and sonic identity for Matrix, laying the foundation for future campaigns — including the 2023 remix, which would take the same anthem track and evolve it for a new chapter.