What if coloring your hair was as dramatic as a telenovela?

In Mexico, coloring your hair is emotional. A bad result isn’t just a technical mistake, it’s a personal drama. So instead of talking about hair color with the usual technical language, Nutrisse turned those everyday dramas into entertainment, borrowing the most iconic storytelling device in Mexican culture: the telenovela.

For the campaign, we cast Angelique Boyer, one of Mexico’s most recognizable telenovela icons, as the face of Nutrisse. We created three films inspired by moments where drama naturally takes over: a birthday, a special dinner, and starting a new job. Each story exaggerated the emotional stakes of the moment, turning hair color into the plot twist.

The campaign was shot in Bangkok with a global production team, in collaboration with Downtown Paris and Taprod. As Creative Director, I defined and led the visual direction of the campaign from concept through production.

I created the Dramas de Color logo, established the overall art direction, and supervised the campaign’s graphic system, including the key visual and campaign assets. I also collaborated closely on the design and styling of the sets to build a world that felt distinctly telenovela but elevated into a modern, fashion-forward Nutrisse universe.

One of the most important parts of my role was designing the hair shots. I sketched and art-directed every single composition before production. I also directed the product photography on set, including the hero pack shot for Angelique’s signature shade, Angelique Chocolate, making sure the product world felt as crafted and distinctive as the campaign itself.

The result was a campaign that made hair color feel less like a product decision and more like a cultural moment, using Angelique’s authority in the telenovela world to make Nutrisse emotionally relevant again.