BLEACH LONDON: LA LAUNCH

To celebrate the US launch of Bleach London, we created Unleash the Bleach. Playful and irreverent the campaign starred Bleach’s Hair Monster, created by the brand’s founder, celebrity hair stylist Alex Brownsell, embodying the cult brand’s anti-beauty attitude and inclusive, DIY approach to hair colour.

Through a hero film and full content rollout – OOH, social, digital, PR, influencer, events – we announced the Bleach’s arrival in LA, while setting the stage for its US expansion with Walmart. All delivered in the brand’s signature pun-heavy tone of voice. Any hair, anywhere!

I led on campaign messaging, storytelling social concepts, end-to-end copy across all key touchpoints.