Don’t just be you. Be you AF. - 360 Campaign
Behind the scenes, Andrew Fitzsimons, or AF as his friends like to call him, is the person who creates some of the most iconic, attention-grabbing hairstyles, for celebs such as the Kardashians and Jennifer Lopez. But when it came to launching his hair care brand globally, no one knew who he was or what he represents. The C-suite, the marketing team and Andrew Fitzsimons could not get on the same page about the right message. By embracing Andrew’s personality, I rallied everyone behind my idea and created a cheeky, social-first campaign that successfully launched the brand at Boots and Ulta.
Awards/Press: Adweek, Allure, Cosmo, Forbes, WWD
Role: Creative Director and Copywriter
Launch AF
“Don’t be just you. Be you AF.” embodies the persona of Andrew Fitzsimons and plays off of a popular phrase in pop culture and social media. It’s about going further than embracing who you are and showing the world you As Fuck.
Social
In-Store
