client: Pantene North America + Global
duties: Digital Creative Direction (Art + Copy)
2014
After the viral success of the "Labels Against Women" short, our creative team followed up with the release of "Not Sorry" in late June to officially reinvigorate the #ShineStrong campaign as a global movement for the brand. Inspired by the over-usage of the term "sorry" by women, the video sparked mountains of reaction, editorial and support, garnering over 9 million views and one of the highest earned media successes for the brand.
To prepare for it's debut at Cannes and the introduction of the #ShineStrong thematic at the 2014 BET Awards, I led my team to create a multi-platform digital content launch to include dot com,YouTube masthead units, iMedia takeovers, Instagram/social-ready edits, social platform skins, and the re-introduction of our multi-social tag board to visualize the social media conversation around #ShineStrong. In all, this multi-scale approach was the digital spark that ignited a major social conversation and introduced a new digital vitality for the brand.
agency: GREY
video creative director: Joanna Carver
digital art director +copy: Robyn Milzer, Kira Gorbatkin
