Redken Brand Video

Redken needed a bold visual piece that would distill its identity into something instantly recognizable — a high-impact expression of the brand’s pro credibility and New York edge. The challenge was to create something that stood apart from typical beauty content: more editorial than ad, more movement than message.

Develop a campaign centerpiece that brings Redken’s science-meets-style philosophy to life. The creative needed to capture the energy of the salon, the pulse of the city, and the individuality of Redken stylists and users alike. It had to be globally versatile, visually arresting, and rooted in the rebellious spirit that defines Redken.

We built a fast-cut, editorial-forward visual experience, driven by rhythm, diverse casting, and bold art direction. Through dynamic hair moments and sleek, expressive beauty, we positioned Redken as more than just a product line — but a force in pro hair culture. The final piece became a global visual signature, deployed across campaigns, social, and retail, reinforcing Redken’s role as the authority in professional hair.