GLAZE
Glaze is a challenger haircare brand with a sharp, accessible point of view - semi-permanent colour that works like a tinted moisturiser for your hair: buildable, low-commitment, and built for real life. The brand had strong product credentials, but awareness outside its existing community was the next frontier to crack.
The brief was Glaze's first ever OOH campaign - a significant moment for a challenger brand stepping into physical space at scale. Working closely with the Chief Brand Officer and Brand Lead, I developed the creative concept for a multi-city rollout spanning Manchester and London: digital and static sites across central Manchester, the Trafford Centre, local buses and the London Underground.
The creative challenge was twofold - build recognition quickly in a high-traffic environment, while communicating enough about what Glaze actually does to convert curiosity into consideration. I set the overarching visual language and design system for the campaign, created the master video edit, and directed the adaptation of both static and moving formats across every specification, with my team supporting the rollout.
OOH Campaign
CREATIVE DIRECTION • CONCEPT DEVELOPMENT • MOTION & STATIC CAMPAIGN PRODUCTION •
GLAZE
OOH Campaign
Glaze is a challenger haircare brand with a sharp, accessible point of view - semi-permanent colour that works like a tinted moisturiser for your hair: buildable, low-commitment, and built for real life. The brand had strong product credentials, but awareness outside its existing community was the next frontier to crack.
The brief was Glaze's first ever OOH campaign - a significant moment for a challenger brand stepping into physical space at scale. Working closely with the Chief Brand Officer and Brand Lead, I developed the creative concept for a
multi-city rollout spanning Manchester and London: digital and static sites across central Manchester, the Trafford Centre, local buses and the London Underground.
The creative challenge was twofold - build recognition quickly in a high-traffic environment, while communicating enough about what Glaze actually does to convert curiosity into consideration. I set the overarching visual language and design system for the campaign, created the master video edit, and directed the adaptation of both static and moving formats across every specification, with my team supporting the rollout.
CREATIVE DIRECTION • CONCEPT DEVELOPMENT • MOTION & STATIC CAMPAIGN PRODUCTION •
“Gazing at my Glaze?
Vibrant, glossy hair that turns heads.”
CREDITS
Still Life Photography & Videography:
Ian Oliver Walsh
Model Photography, Videography & Production: TwelveA.M.
Site Photography: Waldencast Brands
“Gazing at my Glaze?
Vibrant, glossy hair that turns heads.”
CREDITS
Still Life Photography & Videography:
Ian Oliver Walsh
Model Photography, Videography & Production: TwelveA.M.
Site Photography: Waldencast Brands
CREATIVE DIRECTION
Working with the Chief Brand Officer and Brand Lead, I developed the campaign concept end-to-end - translating Glaze's brand personality into a visual language that could hold its own across high-footfall, high-distraction environments in two of the UK's biggest cities.
MOTION & STATIC AD DEVELOPMENT
With diverse site formats spanning underground, bus, shopping centres and street-level placements, the campaign required both static and motion adaptations built from model and product still life footage. I designed the master layout and created the video edit, establishing the creative framework that my team then adapted and rolled out across all specifications.
