Freewill x Paris Hilton

What initially began as a branded skit that was pitched to Paris, wherein she instructs a class centered around her brand called Bad Bitch Academy, rapidly sparked inspiration for her and her dedicated team to develop a full-length song and an accompanying video featuring the renowned Megan Thee Stallion. This endeavor came with a considerably larger budget and a much broader creative focus. Our brand, Freewill, was able to showcase its product-focused shots effectively, while Paris seized the opportunity presented by the concept to craft a hit song that resonated with audiences. This project serves as a classic illustration of how a compelling idea can transcend its original assignment, ultimately justifying a more expansive scope and execution.

Social/Performance Executions

Freewill's social and performance campaigns aimed to create engaging content that showcased the benefits of personalized haircare and hair cycling. Using social media, they highlighted customer testimonials and before-and-after results to demonstrate the effectiveness of their custom products. Performance campaigns featured targeted ads to connect with specific audiences. Celebrity content, featuring stars like Iggy Azaela and Glorilla, generated the clout needed to launch a nationally influential brand. Educational content, including haircare tips and ingredient highlights, helps consumers understand how these products meet various hair needs. These approaches boosted brand awareness and fosters trust and loyalty among users.