• Kathryn Cox

DIGITAL. SOCIAL. TV. PITCH WIN. “Sometimes our greatest challenge isn’t our skills or ability, it’s belief in ourselves.” TRESemmé wanted to give their brand a social purpose, uncovering that young professional women in the UK are experiencing self-doubt, with 88% feeling imposter syndrome. Responding to this brief, I created ‘TRESemmé #PowerYouPresence’, a seven-part AFP and commercial campaign. Starring Alesha Dixon, Emma Willis and Christine Lampard, the series encourages young women to overcome challenges of confidence and self-doubt. Each episode aligns with a topic from the TRESemmé Presence Masterclass; from how to be more positive, to how express your authentic style.

I worked in partnership with the International Center for Research on Women, Mindshare, ITV and TRESemmé Global and UK teams to create the campaign. And at ITN Productions we built a bespoke team for the project, combining advertising, fashion, beauty and television disciplines. The series is currently live on ITV Hub and is supported by an integrated campaign across TV, digital and social.

Credits: Creative & Production: ITN Productions Advertising Head of Creative: Kathryn Cox Director: Kathryn Ferguson Account Director: Chanel Hardcastle Series Producer: Rosetta Bain Director of Photography: Sara Deane Research: Heather Myers/Andy Brett Editor: Suga Suppiah Editor: Rhyss Hall Editor: Danielle Hailstones Editor: James Woolley Design: Yoav Shakran/Blessing Aladetoun Grade: Marty @ Silk Audio: Gez Lloyd