André Kovadloff

Eume

My Hair is
totally Me

ClientEume
ProjectBrand campaign
RoleArt direction & concept
AgencyBFerraz

What if your hair could represent you better than your face?

Original Eume campaign case board featuring hair portraits and campaign results

The idea

For decades, haircare campaigns have focused on famous faces. Eume took a different approach: inviting celebrities to turn their backs to the camera and let their hair represent them.

By changing their social profile pictures to show only their hair, they sparked a movement that invited people to express their identity in the same way.

Case Study

Eume campaign portrait showing hair and personal identityEume campaign portrait showing hair and personal identityEume campaign portrait showing hair and personal identityEume campaign portrait showing hair and personal identityEume campaign portrait showing hair and personal identityEume campaign portrait showing hair and personal identityEume campaign portrait showing hair and personal identityEume campaign portrait showing hair and personal identity

Whindersson Nunes

Paola Carosella

Priscilla Alcantara

Cris Vianna

The visual world

Hair, people, ingredients and products come together in a bright yellow visual language.

Eume ingredient photography against a yellow backgroundEume ingredient photography against a yellow backgroundEume ingredient photography against a yellow backgroundEume ingredient photography against a yellow backgroundEume ingredient photography against a yellow backgroundEume ingredient photography against a yellow backgroundEume ingredient photography against a yellow backgroundEume ingredient photography against a yellow background
Detail of an Eume shampoo bottleEume coconut haircare products
Eume portrait celebrating individual hair styles
Eume portrait celebrating individual hair styles
Eume portrait celebrating individual hair styles