Hair Food Mask 3-in-1 isn’t just a hair mask. It’s also a conditioner and a leave-in styling cream. Our challenge was to communicate this value for money in a fun and disruptive way, highlighting how buying one Hair Food Mask can replace three different hair products, freeing up space in your shower and in your budget.

For this new era of Hair Food, we needed a big name. Danna (formerly Danna Paola) is a prominent Mexican singer, songwriter, and actress who successfully transitioned from child star to global pop icon. Recently rebranding to simply Danna to mark a more authentic and empowered musical era, she was the perfect partner for a product that does it all. Together, we leaned into her bold pop persona to bring the 3-in-1 concept to life in an energetic, larger-than-life campaign.

Seven months in the making, the campaign was built to match the scale of both the product promise and Danna’s star power. As Creative Director, I led the campaign from concept to final execution, developing the creative platform, shaping the narrative alongside the director, and ensuring the idea translated consistently across every touchpoint. I collaborated closely with the production team and acclaimed director Mick Kelleher, helped design the visual world and set, worked hand-in-hand with Danna’s team to align with her creative vision, and oversaw the final imagery and storytelling to ensure the campaign delivered a bold, pop-driven expression of the 3-in-1 idea.