DIGITAL. SOCIAL. TV. PITCH WIN.

TRESemmé wanted to give their brand a social purpose, uncovering that young professional women in the UK are experiencing self-doubt, with 88% feeling imposter syndrome.

Responding to this brief, I created ‘TRESemmé #PowerYouPresence’, a seven-part AFP and commercial campaign with ITN Productions.

Starring Alesha Dixon, Emma Willis and Christine Lampard, the series encourages young women to overcome challenges of confidence and self-doubt. Each episode aligns with a topic from the TRESemmé Presence Masterclass; from how to be more positive, to how express your authentic style.

My idea behind the #PowerYouPresence series was to create an inspiration circle, where women can connect and share experiences to inspire each other. Alesha, Emma and Christine meet inspirational young women who embody the power of presence, while bringing their own personal stories to the conversation.

I worked in partnership with the International Center for Research on Women, Mindshare, ITV and TRESemmé Global and UK teams to create the campaign. And at ITN Productions we built a bespoke team for the project, combining advertising, fashion, beauty and television disciplines. The series is currently live on ITV Hub and is supported by an integrated campaign across TV, digital and social.

Credits:
Creative & Production: ITN Productions Advertising
Head of Creative: Kathryn Cox
Director: Kathryn Ferguson
Account Director: Chanel Hardcastle
Series Producer: Rosetta Bain
Director of Photography: Sara Deane
Research: Heather Myers/Andy Brett
Editor: Suga Suppiah
Editor: Rhyss Hall
Editor: Danielle Hailstones
Editor: James Woolley
Design: Yoav Shakran/Blessing Aladetoun
Grade: Marty @ Silk
Audio: Gez Lloyd