Extra care falls under the Schwarzkopf brand which is a hair cosmetic brand that represents quality, expertise and innovation for more than 120 years. Schwarzkopf enjoys full trust of consumers.
To reflect the new brand identity created for Extra Care we needed to ensure the crystal and glass theme was integrated into the video as a whole.
Glass "shards" layered and animated in a parallax style were used to reveal the new bottle shape in stages . The new bottle shape was revealed as a translucent version initially in order to not let the label or individual product colours distract from the excitement of the shape.
Initially only planned for use in APAC region this piece was re-edited by ourselves and used globally including South America, preforming well across TVC and SM channels.