Revlon launched a new line of bright-colored lip creams they named “Absolutely Fabulous”. Yes, like the British TV show from way back when. Go figure.

We were hired to work on the pitch. The agency won the business with our idea that women make the world more colorful. We were kept on to produce the campaign.

I suggested Debbie Harry for the TV AVO. I got to meet her and record her. She was beyond kind and patient for a rockstar diva. The client thought she sounded too old. Go figure.

CW: Paula Dombrow, AD Susan Griak, Director: Pam Thomas, Photographer: Kenneth Willardt, Agency: Kirshenbaum Bond

BRAND LAUNCH TV

PRINT

Two consecutive spreads ran for launch in beauty books.

Head & Shoulders wanted to re-position the brand from being medicinal to being a beauty brand (that also gets rid of flakes).  They wanted one campaign based on the truth that great hair comes from a healthy scalp. The challenge when it comes to hair care is that men are from Mars and women are from a different solar system. Women are obsessed with having beautiful hair while men don’t want to think about their hair at all.

I was hired to be the Creative Director at Saatchi, NY to oversee Head & Shoulders, North America, and lead the charge on creating this campaign. We came up with “Respect the Scalp” as the 360 integrated umbrella idea under which we created two sub-campaigns, one to women that the client asked be more in the "beauty realm" and one to men, that didn't have quite the same creative parameters.

The result: Head & Shoulders went from being the #2 selling dandruff shampoo in North America to being #1. 

CD/CW (Launch/Women’s work): Paula Dombrow, AD: Juli Cola
CD (Men’s work): Paula Dombrow, CW: Mitch Gage AD: Natalie Fevig
Agency: Saatchi & Saatchi, NY

H&S LAUNCH BOW TV SPOT

Director’s cut of launch spot.

WOMEN’S TV WORK

WOMEN’S BUS SHELTERS

MEN’S TV WORK

MEN’S PRINT

MEN’S OUT OF HOME (OOH)

360 IDEAS

BUS SIDES

GYM TAKEOVER

COASTERS

MEN'S RADIO

Who could ask for a better name than FACE for a makeup brand? This was a collaboration with a director.  The idea: a face is like a blank canvas upon which anything can be created or evoked. 

CW: Paula Dombrow, AD/Director/Photographer: Cleo Sullivan

TV SPOT

Models faces (no makeup or retouching, pre-Dove) filmed at casting session.

PRINT

For print, models display the dramatic power of eye make up.

My company, Truth Beauty Now, was hired to re-brand and re-launch Yarok, a food-grade, essential-oil-infused, sustainable hair care line with an unknown Israeli name. We named each product, “Feed Your_____ “ i.e. Feed Your Volume, Feed Your Roots, Feed Your Do, etc. This enabled us to add new skus to the line while retaining a trademarked concept in the name.  

We wrote a new tag line, modernized the logo and designed packaging using sustainable labeling. We helped name the Chelsea salon “Yarok Beauty Kitchen”. Our branding was incorporated into the salon interior, physically and in the form of treatments. At Yarok Beauty Kitchen you can literally order FOOD FOR YOUR HEAD in the form of treatments made with fresh organic fruits, veggies, nut butters and responsibly sourced plant oils.

We introduced Yarok, which uses only ingredients made from plants in its formulas, to an organization committed to protecting the most important collection of plants on earth - the Amazon Rainforest. Yarok donates 3% of its annual revenue to the pachamamaalliance.org., and we leverage this story on the packaging and throughout communications.

When we began the re-branding project, Yarok was only carried in local select salons. Since re-branding, Yarok has seen a 400% growth and is now sold in 22 countries and by 120 retailers worldwide. Truth Beauty Now continues to work with Yarok to help grow the brand.

CD/CW: Paula Dombrow   
Designers (branding): Eric Collins, Joey Ellis, Larry Pipitone
Designer (brochure): Ethan Ross
Agency: Truth Beauty Now

PRODUCT NAMES + PACKAGE DESIGN

Named each product, wrote package copy, designed new packaging, produced sustainable labels.

BROCHURE

To see entire brochure, click VIEW BROCHURE PDF button. (We printed on 100% post-consumer, recycled paper, environmentally certified up the wazoo.

SALON

Yarok Beauty Kitchen branded interior.

R/GA hired us to do an on-line ad campaign to help Génefique raise money for St. Jude Children’s Research Hospital. They call it their “Genes Day” event. Génefique is an anti-aging formula that visibly brightens skin in 7 days time. 

CW: Paula Dombrow, AD: Florence Buchanan, Agency: R/GA

ON-LINE AD

POST-EVENT THANK YOU E-MAIL

BRIGHT EXPERT ON-LINE TARGETED CAMPAIGN

We were hired to come up with a simple integrated digital banner idea for Bright Expert, a skin brightening product that helps minimize the look of brown spots.  Challenge: the product takes 28 days to see results. 

We came up with the idea of a countdown and customized on-line ads to run on targeted sites women visit when they are preparing for a big event coming up in a few weeks. The events act as catalysts to drive trial.

CW: Paula Dombrow, AD: Florence Buchanan, Agency: R/GA

R/GA hired me and my CD/AD partner on this project, Florence Buchanan, to help run the pitch for Unilever’s line of spray perfumes called Impulse. We worked closely with their digital CD and team.  I was invited to present our work in the pitch. R/GA got the business. As so often is the case, after the business was awarded to R/GA the client decided to start over on creative. The charge was the same - to launch/re-launch Impulse as the brand that stands for “spontaneous romance” in new and existing markets. The human truths that we worked with: men can't help but act on Impulse. Women hold the power to inspire men to make small romantic every day gestures (with the help of Impulse, of course).

R/GA hired me back to write the brand manifesto storybook shown here that helped direct the creative R/GA did for Impulse. R/GA designed it. 

CD/CW: Paula Dombrow, Agency: R/GA

To view entire brand book, click on VIEW BRAND BOOK PDF button.

One day a director in L.A. called me. I’m not sure who gave him my name. He was shooting three films for an Italian watch they wanted to portray as luxury starring Gerard Butler. The shoot was in a week. The locations were locked. There was one script that was still not written. 

The assignment was to write an internal monologue for Gerard Butler who would be on camera at a house in Malibu looking out at the ocean.  The script tagline was already written: “Time to Live.”  I wrote a bunch of scripts and sent them over. I got a call a few days later from the director who was on his way over to Gerard’s house where they were going to record the VO for one of my scripts. He said Gerard had an issue and wanted to talk to the writer. He asked if I could get on a quick call with Gerard, so I did. Gerard was very respectful. He said he liked the script a lot except for one line he didn’t feel was masculine enough. I suggested a couple of other lines. He liked one. Here’s how the film turned out. It ran in Europe, with subtitles.

CD/CW: Paula Dombrow, Director: Sinisha Nisevic

FESTINA COMMERICAL :30 TV

This ad was part of a campaign that launched Emporio Armani’s brand of basic clothing called A/X Armani.

The brief was to make the basics line from this upscale designer appealing and worth the price point for a tee.

CW: Paula Dombrow, AD: Andrea D’Aquino, Agency: Weiss, Whitten, Carroll, Stagliano  

This project was yet another collaboration with a director friend of mine who I met when I hired her to be the photographer for a retail shoe campaign I did.

We brainstormed. We asked ourselves what could be more hairless than a woman’s skin after using Nair? We came up with mannequins and one flummoxed bald kitty. Bam!

CW: Paula Dombrow, AD/Director: Cleo Sullivan