Johnson and Johnson

• ☆ TVC ADs
• ☆ Love Is In the Hair, original final presentation 
• ☆ Toolkit Presentation, Love Is in Your Hair
• ☆ TVC Storyboards
• ☆ OOH, Times Square Copywriting 
• ☆ OOH, Times Square Wrap Draft 1 
• ☆ OOH, Times Square Wrap Drafts, Love Is In Your Hair
• ☆ OLV and Social Media drafts 
• ☆ Original working copy document, Love Is In Your Hair - October 2021

• Wrote "Love Is In The Hair" tagline used by OGX brand in all global assets
• Led total brand refresh for brand voice and tone
• Led copywriting for OGX Master brand
• Wrote copy for storyboards for TVCs, social banner ADs, Print ADs, and OOH ADs in Times Square 
• Wrote manifestos and calls to action 

UWG hired me in 2021 to help with Johnson & Johnson brand, OGX. They needed a total brand refresh across all assets from design to copy, brand voice and tone, and to create a brand presence that would be attractive to Millennials and Gen-Z. This was in order to gather new market share, an drive the brand farther away from their original audience, Gen X. 

Inspired by the retro sounds of Aussie John Paul Young and youthful ocean vibes (I love "Strictly Ballroom!"), I created "Love Is In The Hair."   I was listening to my playlist while working, and JPY came on. I was reminded of how the character of Fran in Baz Luhrmann's Strictly Ballroom transformed from this 'ugly ducking' into a star. But, it wasn't just physical. The physical manifestation helped her blossom and believe in herself, too. By the end of the film, instead of doing what others told her, she was leading. She took control of her life and did what she wanted to do. Fran also didn't fit the stereotypical standards beauty. These were all things OGX was striving for as a brand. 

"Love Is In The Hair" was originally called "Love Is In Your Hair" and is a concept about all forms of love: your hair, yourself and others. It is the idea that YOU were meant to shine, be fearless and live life with passion. 

My core idea was to showcase that at OGX, we don't believe in "one-size-fits-all." Rather, we champion the raw, authentic nature of those who live with purpose.  Loving your hair is a part of loving yourself because you weren't made to be like anyone else.  So, while you are on your journey to self-discovery, revel in the fact that OGX will be right by your side.

My work went on TVCs, OOH ADs and in Times Square Billboards in NYC, digital ADs, print ADs and social media assets.  I wrote the manifesto, did long-form and short-form writing. 

Agency: 

UWG

Creative Director of Art: 

Emilio Ayala

Creative Director of Copy:

Sasha Muradali 

Director of Strategy:

Nandi Smythe

Sr. Copywriter: 

Calvin Butts