Dream curls
Giving bounce to any hair type.
Wavy, curly, coily; curls come in many types — and John Frieda’s reformulated Dream Curls range is designed to serve them all. With an updated formula now suitable for up to type 3 curls, the campaign set out to celebrate texture in all its glory — and show that bounce is for everyone.
The campaign included a national TV ad, a bank of before-and-after stills, and a full suite of social-first content, all anchored in authenticity. We washed and styled each model’s hair on set using the actual product — no shortcuts, no fakery, just great curls doing their thing.
To keep energy high, we used bold motion graphics, TikTok-inspired native transitions, and past faced editing to mirror the bounce in the hair.
