We worked on the main film, and supporting interview films of the women involved.
Empowering women everywhere to make their own hair choices.
The idea for Dove Love Your Hair, came after data from social, editorial and research uncovered the extent of the pressure that society’s “hair rules” piles on women. We then found women who passionately defied these rules and co-created the campaign with the message: your hair, your way. We had a truly diverse cast of real women with real experiences that they wanted to share with the world. It was amazing to push the Dove ethos and let these women tell their story. It was this grounding that ensured the relevance and helped the campaign explode online, resulting in 36 million views online and 100% uplift in brand recall. But it’s not just about the statistics, working with a strong female director, cast and wider team was such a proud moment. Together we made a difference and crafted our own narrative: a message from women, to women.
Love Your Hair was honoured for diversity in casting at the first Casting Directors Association Casting Awards.
Director: MJ Delaney | 2nd Director: Tobias Ross-Southall
DOP: Patrick Meller
Produced by Moxie Picture
