As Global Creative Director, I led and directed the global rebrand of Sunsilk at Adam & Eve DDB, defining the vision and creative ambition of a new brand world. In close partnership with the Sunsilk global team, our internal creative team, Batten and Landor, the work delivered a complete transformation of Sunsilk’s visual identity, positioning, tone of voice, and global campaign platform approach, establishing a cohesive, future-facing system to roll out across all regions.
Through powerful storytelling and an elevated design and production language, I oversaw the reimagining of all brand activations, from always-on communications to fully integrated 360° global campaigns. With a digital-first approach at its core, the work established a renewed, contemporary brand world for Sunsilk / Sedal / Seda / Elidor, supporting its current position as the most chosen haircare brand globally.
The Sunsilk Diamond Shine campaign film became the first expression of the new brand world, setting an elevated yet playful creative standard for Sunsilk’s approach to social film.
Executed through a premium production approach, the work established the creative and tonal benchmark that would guide all subsequent expressions of the new brand world.
Conceptual brand world approach showing an expression of a new world of Sunsilk
As Global Creative Director all work was created with the wider creative and agency partner teams at Adam & Eve DDB, Batten, Landor and Unilever network based from London. Sunsilk Diamond Shine was filmed in Asia with local partners and pre/post produced under my global creative direction. Note: Where conceptual sizzle film and key visuals are shown all film and image rights are with the respective owners, used for brand world concept only not commerical use shown for illustrative purposes only.