"Real hair for real people."
As creative director/director for KMS 2013 digital content campaign, I wanted to capture the true intimacy and collaboration between the client and KMS stylists. KMS brand /products meant to be used by real people, and not just on models in photo studios. So, with apologies for the cliché, we decided the best path was to keep it real. Though advertising had to remain grounded in the beauty world that inspires their core market. This was the beginning of “real hair for real people,” and we made good on that promise by building a true beauty camping that used real people actually cast off the streets. Our point was clear and helped KMS reach their sales goals. Any hair product could make a Paris fashion model look good in a studio, but we successfully demonstrated that KMS makes real people beautiful and helps them achieve their individuality through thier hair.. The campaign lived in print and online around the world.