Redken | Creative Direction | Production | Post Production

As hair color trends become mainstream, Redken released a fashion-forward palette of urban colors that inspire creativity and edgier styles. To launch Redken's newest hair color line “Citybeats”, we created a lively digital campaign introducing Chloe Norgaard as Redken's newest muse with intercuts of New York City streets to emphasize the urban nature of the brand. With a key message: “March to the beat of your own drum” we encouraged a young target audience to express themselves and rock their boldest hair color with confidence.