Virtue Labs is a premium hair care startup that made its debut in 2017. The brand got its start when a team of scientists discovered a way to extract human keratin in its purest form. It's called Alpha Keratin 60ku™, and it has the power to repair hair—even after the damage is already done. My agency helped Virtue launch, and since, Virtue has grown to a global brand with presence in Sephora, Blue Mercury, Neiman Marcus, and other high-end beauty retailers.
In 2021, along with my art partner John DeGray, I developed this global brand campaign to help bring Virtue to their next phase of growth and more efficiently communicate brand purpose and benefits, particularly to position the brand at the intersection of science and humanity. The campaign content was built to act as a toolkit for Virtue’s internal team to create a variety of assets for global print, digital, retail, and broadcast for years to come.
Jennifer Garner provided our voiceover and Amir Yaghmai of The Voidz composed our original music.
Director/Photographer: Josh Olins, CLM Agency
Campaign Anthem :60
Campaign Takedown :15
