Matrix Brand Video 2023

Following the success of the previous year’s Matrix brand video, the bar was already set high. The challenge wasn’t just to match that energy — it was to build on it in a way that felt fresh, elevated, and culturally attuned. We needed to remix the story, both literally and creatively, while staying true to Matrix’s commitment to bold hair and real inclusivity.

Create a next-level brand anthem that visually and emotionally celebrates hair artistry in all its forms. That meant not only showcasing stunning cuts and color, but also representing true diversity — not just across race and ethnicity, but across hair textures, curl patterns, and personal expression. We also wanted to push the brand’s creative boundaries by integrating original illustration and remixing the custom theme music into a dance-forward track.

We remixed the original Matrix anthem into a high-energy dance track, building a visual world around movement, rhythm, and identity. Partnering with illustrator Helen Ratner, we layered hand-drawn textures and abstract elements over footage to amplify individuality and energy. The final piece is a vibrant, editorial-style campaign that feels both joyful and rebellious — a true celebration of hair without limits.