TRESemmé

Power isn’t just presence; it’s an uprising.
TRESemmé’s New Hairspray isn’t here to play nice. It’s here to flip the script, to jolt the system with a battle cry wrapped in a sleek bottle. And leading the charge? Becky G—a firebrand, a dynamo, a celebration of Latinx heritage and unapologetic style. Her mantra: Beautiful Without Limits.
This isn’t just another beauty campaign—it’s a movement. Mirrors reflect not vanity, but defiance. Edna Emmé’s ghost whispers through the neon lights, cheering on every woman who dares to rise from the machine floor to the boardroom.
This is your moment. A call to arms. Rise up. Stand tall. Own your power.




Credits
  • Client: TRESemmé
  • Agency: Performance Art
  • Production: Durable Goods
  • Role: Director