PURE97 / CASE NOTES
How do you bring everyday haircare to life?
Nothing to hide. A colourful world of everyday haircare.
01 / THE IDEA
Nothing
to hide.
Nothing to hide. A simple promise at the heart of pure97 — and a starting point for a bright, open world of haircare. Plants, water and bold colour bring the brand’s focus on natural ingredients into everyday rituals.
My part was bringing that world into motion through the campaign films, created during my time at RAAW / WAALD.
Nothing to hide.
7 FILMS / CHOOSE A CUT
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02 / THE EXPLORATION
One world.
Different needs.
An open shower becomes the stage. Saturated reds, greens and yellows give each setting its own character, while plants and flowing water connect the scenes.
The mood shifts with the people in front of the camera: a moment of care, the energy of getting ready, the playfulness of the Kids range. Each film has room for its own personality within the same colourful world.
One setting. Room for different personalities.
03 / WHERE IT LANDED
A family
of films.
A family of films with a shared visual signature: open, colourful and playful. Together, they give pure97 a world that stretches from individual care rituals to the joyful mess of kids’ bath time.
Simply good haircare.
THE ANSWER, SO FAR
Give each product a moment in motion.
The campaign films bring different parts of the haircare range into everyday use and a colourful visual world. My contribution was video production within RAAW / WAALD; photography and the wider brand work belong to the other collaborators.
