Play Ball is one of L’Oréal’s edgier brands, that appeals to the more adventurous by encouraging people to build up their own ‘cocktail’ of styling products.
Marketing materials to launch the updated packaging and extended product range for Playball.
Unhappy with the brand assets from International in Paris, London wanted a brand positioning and aesthetic with more credibility and resonance for the target demographic.
To ensure a more credible urban look and feel we shot on location in Shoreditch with Colin Lane, a New York based photographer known for his work with The Strokes, and armed with a with a rare camera once used by Warhol.
The imagery was applied across all marketing materials including a newspaper, a first for L’Oréal who usually favoured a glossy brochure. The campaign was so successful that it was then picked up in other territories across Europe and Australasia.
- Brand positioning
- Art Direction
- Brand book
- Sales Tools