In 2007, Pantene launched its global Shine campaign to reposition the brand around a simple idea: helping women let the best of themselves shine through. I developed the creative for the UK, including the TV advert Make Love Not Dinner, one of five hero films adapted for markets around the world. The work balanced emotional storytelling with a universal message of confidence and self-expression, helping establish a new global platform for the brand.
The campaign rolled out internationally as part of Pantene’s global rebrand and was recognised as a finalist at the 2007 Effie Awards, celebrating its effectiveness as well as its creativity.
Credits:
Agency: Grey London
Art Direction: Danielle Gaboury
Photographer: Stéphane Coutelle
Copywriter: Jessica Stone
To support Pantene’s styling range, I developed a campaign built around simple, striking visual metaphors that communicated each product benefit at a glance. By pairing bold product imagery with concise messaging, the work cut through in retail and outdoor environments, creating a memorable campaign that made complex styling benefits instantly understandable.
Credits:
Agency: Grey London
Art Direction: Danielle Gaboury
Copywriter: Jessica Stone
Photographer: Nick Welsh
