Role: Senior Creative Copywriter
Bleach was where I became completely immersed in beauty. I worked with the DIY London hair colour brand as it grew, playing a leading role across major campaigns, product launches, social and editorial.
Working closely with Alex Brownsell, the creative director and wider team, I brought Bleach’s distinctive, pun-heavy voice to life across campaigns, launches, social and editorial. I also got to grips with the technical side of bleaching and colour, finding simple, fun ways to talk about it.
A few projects from my time at Bleach:
Unleash the Bleach
A major international campaign for Bleach London, marking the opening of its first LA salon and launch into Walmart. I was part of the creative team that built the story around the Hair Monster, using it as a way to bring Bleach’s irreverent, DIY attitude to life. I developed the campaign messaging and social concepts, and delivered copy across film, OOH, digital, PR, influencer and events.
The Bleach Lab
For the launch of a new range of bleaches, I came up with The Hair Lab, a long-form video format for Bleach exploring the world of hair colour and bleaching at home with experts. I developed the look and feel, scripted the films and worked closely with talent through production and edit. I also developed the social ideas and messaging around it, creating a format that could be revisited with new subjects and stories.
Bleach London x Wolf Alice
Bleach partnered with award-winning band Wolf Alice to launch its Blue Weekend Super Cool Colour. I led campaign messaging and social-first storytelling centred on the the band, including the idea for Super Cool Catch Ups, a new video series with Alex Brownsell doing people’s hair while they talk about music and culture. The first episode featured Wolf Alice’s Ellie Rowsell, and I worked closely with the talent and creative team through scripting, production and edit, as well as delivering the wider social and product copy.