Style Is a Feeling

Herbal Essences

The Brief

Herbal Essences was launching a new line of styling products that deliver beautiful, touchable hair—hair that feels as good as it looks. Our task: bring the "Style Is a Feeling" platform to life on social, in a way that would stop the scroll and viscerally communicate the lightness, softness, and bounce, their products promised to deliver.

The Idea

We tapped into the sensory world of ASMR, pairing luscious visuals and tactile sound design to help viewers feel what great hair feels like. In a series of social-first videos, we used ingredient metaphors—like bouncing blueberries alongside springy curls, or soft rose petals next to tousled waves—to create a sensory connection between the product’s ingredients and and styles they help create. Each piece was designed to evoke not just how the products look, but how satisfying they are to use.

My Role

Serving as copy lead, the role spanned concepting through post-production, with contributions that included:

• Originating the ASMR concept in collaboration with my art director

• Crafting scripts and reviewing edits to maintain tone and storytelling consistency

• Directing storyboard development with a freelance illustrator

• Leading casting and director selection efforts

• Presenting the concept, scripts, creative boards, and final assets to clients

The Execution

• A suite of social videos for Instagram and TikTok

• Shot in Barcelona in one day, featuring three models with distinct hair types

• Built for sound-on and sound-off environments, optimized for native platform behavior

The Results

Though performance metrics were not disclosed, the campaign helped evolve the brand’s social voice from product-focused beauty to emotionally resonant storytelling—creating content that was as pleasurable to watch as the products were to use.