Showing how John Frieda’s dream curls can give bounce to any hair type.

The high street is full of brands which cater mostly to european hair types, but John Frieda have reformulated their Dream Curls range to be suitable for up to type 3 hair, making it more inclusive than ever.

We developed a campaign that would reflect that inclusivity, not only in our talent in front of the camera but also the people behind the camera making the ad.