Tangle Teezer. Brand World & Campaign Pitch

Tangle Teezer had cult product status but a personality gap. The creative was clean and functional — and completely flat. The brief: develop a 2028 brand awareness campaign for the Ultimate Detangler collection across US and UK masstige retail.

Starting with a brand gap diagnosis, I built a campaign platform — Untangle Yourself — rooted in the idea that hair is emotional territory. Two routes: End of Tangle, a wit-led brand builder (We've seen worse. Bring it.), and a tongue-twister participation mechanic for social reach. Both sat under an evolved brand identity — warmer, more human, fashion-adjacent — covering typography, colour, photography direction, and a full channel ecosystem: OOH, in-store, paid media, social, and an influencer mailer concept called the Knot Box.