Designing a haircare campaign that speaks to the broad spectrum of hair types and textures is challenging enough as it is. But Sephora really said, ‘Let’s push Tiny Disco to the brink of madness’ with this one!

They asked us to come up with a haircare campaign that would appeal to customers across South-East Asia — so, Australia and New Zealand, but also countries like Singapore, Thailand, India and Korea.

With so many different cultural approaches to haircare, this campaign called for an emergency all-in team brainstorm. In the end, we created the Better Hair Club, the most exclusive club in the world, where everyone is invited!