For PATTERN Beauty’s debut television broadcast commercial, founder and co-CEO Tracee Ellis Ross asked for a concept that centered the brand’s signature “cocktailing” of products. The result? A swank lounge in which she plays PATTERN’s “Chief Curltender,” doling out transformative product mixes to a group of curly, coily, and tight-textured “curlfriends.” And to top it off? The reuniting of the iconic Girlfriends cast.
Results: 1.3 billion earned impressions, 80M organic impressions, 225% more ew traffic to PATTERN’s site, and a 508% surge in DTC
Role: Creative Director on behalf of ATTN: (input on overall creative direction)
