The launch of Bumble and bumble's expanded Thickening Collection. Produced end to end for Estée Lauder: a marquee creator cast, the brand's own artistic team, shot on the roof of the Bb flagship in the Meatpacking District.
Bumble and bumble expanded its Thickening Collection: Dryspun Texture Spray and Dryspun Light, engineered for +40% more volume instantly.
A number on a can doesn't move anyone. The claim had to feel like culture, not a lab result. Big hair is having its moment again, and the product had to earn the trend.
We didn't build a set. We produced the shoot on the roof of Bumble and bumble's flagship in the Meatpacking District, the house where the brand's whole language of undone, lived-in hair was written.
Five creators across hair types (Serena Kerrigan, Foinika Kay, Amrit Tietz, David Lopez, Renata Cerda), each given a distinct 90s direction. Styled by Bumble's own artistic team, Evanie Frausto and Erickson Arrunategui, with makeup by Bobbi Brown. Cut into paid media by Estée Lauder.
One creator, one session. Flat and natural, then Bb Thickening worked in by the team, then the payoff. The +40% claim, documented step by step.
Cut into Bumble and bumble's own channels as a ransom-note campaign system: Big Texture, Big Volume, Big Style. The rooftop shots became the brand's paid creative.
Published to five creators' own audiences, then cut into Estée Lauder paid media. See the work where it actually ran.
The best proof of a volume claim is watching the volume happen.