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

Consumers felt distrust and fear when the government was first distributing the COVID-19 vaccine. Walmart was less established as a wellness destination than its closest competitors.

The assignment was to come up with a big idea in the form of a multi-channel campaign to reassure Americans it was safe to get their COVID-19 vaccine at their neighborhood Walmart. The strategy was to leverage their history of giving community immunizations (flu, pneumonia, and shingles), letting customers know that Walmart pharmacists were ready and capable of safely delivering the vaccine to them, their families, and their community. 

The campaign idea chosen to move forward was mine – "Getting Stronger Together Starts Here." I wrote the initial manifesto to help sell the idea internally and to Walmart clients. We then worked closely with the Saatchi team to create and execute the initial launch. I wrote/produced animated videos for the Walmart website and the initial social media launch for FB, IG, Youtube, and Pandora Radio. I also helped develop other 360 campaign ideas and activations, including broadcast TV, OOH, in-store and live events.

CW: Paula Dombrow, AD: Michael Cohen, Agency: Saatchi Wellness

WEBSITE VIDEO

One of three videos that ran on the Walmart website.

Social Media kick-off with Pharmacists

Pandora Radio Produced

Social Activation: CELEBRITY CHALLENGE

Celebrity TikTok Challenge with Patti Labelle

SOCIAL ACTIVATION: CELeB PARENTS

Celebrities bringing parents to Walmart to get the COVID-19 Vaccine.

SOCIAL ACTIVATION: THE “SELFLESS SELFIE”

People post selfies with stickers when they get their Covid Vaccine at Walmart

CRM

IN-STORE

LOCAL OOH

WEBSITE AND IN-STORE AMPLIFCATION: “Stories of Strength”

OUTDOOR AMPLIFICATION: “Stories of Strength”

“THE GRAND REOPENING OF AMERICA” EVENT

The U.S. Women’s Soccer Team had won the World Cup. A ticker tape parade was scheduled to happen on Wall Street to celebrate. Megan Rapinoe had led her team to victory and made a stand for equal pay for women soccer players.

Consequently, I’d just gotten back from a trip to Boston where I met with the Boston Beer Company President who shared with me they had an issue with the relevancy of Sam Adams in social media and introduced me to the Marketing Manager.

I approached an AD I’d been working with, and we quickly came up with a social media campaign pitch that played off the “American Revolutionary” narrative previously established by the brand. The Marketing Manager loved the pitch, and greenlighted the project.

The idea – #RevolutionaryWomen – was to leverage the win of the U.S. Women’s Soccer Team as a win for all women. Who better to celebrate than the American Revolutionary brand, Sam Adams, at bars along the parade route? We assembled a small crew and hit the parade the next morning where we interviewed, filmed, and photographed women celebrating with a Sam Adams beer. We sent the elements to the brand to post immediately following the parade so they were able to tap into this exciting current event in real-time.

CD/CW: Paula Dombrow,  CD/AD: Jacqueline Leak,  AGENCY: Truth Beauty Now LLC

Escada created a line of lower cost, everyday wear called Apriori. It had no name recognition with retailers or consumers. They wanted to get attention and get into retailers' stores and women's closets. With tongue firmly planted in cheek, we created a series of ads that suggested the entire world of all every day products were ripping off Apriori designs. Even Slinky. 

CW: Paula Dombrow, AD:  Ellen Steinberg, Photographers: Inez Van Lamsweerde & Vinoodh Matadin, Agency: Weiss, Whitten, Carroll, Stagliano

PRINT

In this pitch we were charged with helping Juice Press create a campaign that generated buzz, increased new users and convinced current users to drink more juice, all on a shoestring budget. They asked that our idea include sampling. 

Juice Press was and is one of the last holdouts using only local organic ingredients and not using high pressure processing (HPP) which can neutralize the nutritional benefits of raw, unpasteurized juice. The idea: In a world where everything is processed, Juice Press stands for living an unprocessed life.

CD/CW: Paula Dombrow, Designer: John Malcomson, Agency: Oberland

“THE UNPROCESSED NEWS” FREE TABLOID

“The Unprocessed News” is a free press handed out monthly at entrances to NYC subways along with samples of Juice Press. The content is curated each month to contain cheeky editorial on living an unprocessed life. The tabloid shown here was printed on newsprint and used in the pitch.

Each free press issue is tied in with a monthly calendar event like the one shown below right celebrating infamous “processed moments” in history like “the day yoga was trademarked” or “the day of the first mobile text break up”. These monthly events tie in with promotional discounts in store.

GUERILLA POSTERS

Guerilla poster teases Live “Press Feeding” Event which includes live nursing moms in Times Square, Central Park and Grand Central Station nursing their babies publicly while drinking raw, unpasteurized Juice Press.  Of course, the other press is invited to cover the event.

Other guerilla postings raise awareness that Juice Press locations are like a modern-day “fall out shelter” where anyone can duck inside when feeling overwhelmed by the processed world. An accompanying branded map of NYC is handed out in-store and with outdoor sampling as a guide to all Juice Press locations (indicated by a fall out shelter symbol).  

IN-STORE POSTER

In-store poster combined with sampling invites virgin juice drinkers to explore and prompts experienced juice consumers to be more adventurous.

Grace Farms Foods was a startup launching a line of indigenous female-grown coffees, organic artisanal teas, and chef-inspired chocolate chip cookies. The purpose of the brand (besides making delicious items to savor) is to donate 100% of its profits to the Grace Farms Foundation, which addresses various humanitarian injustices and causes.

The business model is similar to Paul Newman’s “Newman’s Own”. Grace Farms Foods donates 100% of its profits to its non-profit parent organization, Grace Farms – a sprawling 80-acre natural landscape with award-winning architecture that serves as a hub for transformation in New Canaan, CT where Grace Farms holds enriching community events bringing together world leaders to tackle global issues like modern slavery, forced labor, and human trafficking while supporting worthy causes like empowering indigenous female entrepreneurs.

GFF approached Truth Beauty Now, my company, to create several social media campaigns to build awareness for the brand which they ran with their wider launch. We created four campaigns for Facebook and Instagram, two of which we animated, and one was a stop-motion video campaign that was posted on both platforms.

The insight: many do-gooder brands advertise donating a fraction of their profits to a cause so consumers can feel good about their purchase.  But Grace Farms donates 100%. The idea: Is your coffee (tea or cookie) doing good or doing something greater?

CD/CW: Paula Dombrow,  CD/AD: Florence Buchanan,  Designer: Patrick Langschwager, Agency: Truth Beauty Now LLC.

“100% IS GREATER”

“GOOD TO GREATER”

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 tagline, 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's 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 butter, and responsibly sourced plant oils. And its GOOD FOR THE EARTH as all products are responsibly harvested and created.

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 pachamamaalliance.org., and we leveraged this story on the packaging and throughout communications.

When we began the rebranding project, Yarok was only carried in local select salons. Since rebranding, Yarok has seen a 400% growth and is now sold in 22 countries and by 120 retailers worldwide. .

CD/CW: Paula Dombrow, Designers: 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.

Before little girls have breasts they obsess over them, checking them every day for any change. Unlike grown women, who tend to forget about checking them.

This became the idea of this PSA which an AD/Director friend and I did as a passion project. We “sold” the concept to the non-profit SHARE (Self Help for Women with Breast and Ovarian Cancer) and they ran this PSA for a long time on late-night cable TV.

It won a NY Emmy for Best PSA.  (Shot in 16mm. Produced on a shoestring with Deb’s own money and a few favors I called in.) Also, thanks to Ellen Tracy for donating the Columbus Avenue store for this shoot.

CW/Producer: Paula Dombrow, Director/Producer: Deb Lucke

 SHARE COMMERCIAL :60 TV

OK, so some of the work on my site was done a while ago. As those of us in our business know, it’s not easy to get highly visible work sold as a freelancer and it’s extremely rare to get hired back by an ad agency to produce your idea if it's chosen by their client.  In this case, the stars aligned.

We were hired by Wieden+Kennedy, Portland, along with many other freelance teams across the country to come up with an “Enjoy the Moment” Coke spot that worked in 80 countries for the Summer Olympics. The agency had been working on the assignment for a few months and the client wasn’t buying anything. Not sure how many spots were presented to Coke, but our idea won. We were hired to produce it in collaboration with W+K. 

CW: Paula Dombrow, AD: Andrea D’Aquino, Agency: Wieden+Kennedy, Portland