While known + loved by midwest grannies + stylists alike, KP was looking to attract modern millennial women to the brand via the launch of their revamped line of highly effective shampoos + conditioners.

Sure, proprietary peptides are cool. But at the end of the day, nobody really cares that much about the science behind their haircare. They just want products that work.

To tell a product efficacy story in a way that is actually entertaining + engaging, we developed a campaign ft. Hairy Godmother, the embodiment of the magic that goes into every ounce of KP shampoo + conditioner. Across 3x unique product spots, Hairy manifested healthy, voluminous + vibrant hair with the wave of her wand.

Directed by Jeff Gonick