BRIEF
Create a new creative concept for Gliss that communicates one simple message: Gliss repairs damaged hair.

IDEA
We wanted to shift Gliss’ focus from the science of hair repair to the people behind the damaged hair: the women using the products.

By looking at what causes the damage in the first place, we made the need for Gliss feel more human — and put its customers in the spotlight.

Together with an art director colleague, I developed the creative concept: “Do what you love. Gliss Repairs.” I also wrote the scripts for the first ads in the campaign.