Naughty or Nice?

I led the creative direction for Tangle Teezer’s Naughty or Nice? holiday campaign, where The Ultimate Detangler Chrome played the role of Naughty – for the rebels and rule-breakers, and The Ultimate Detangler Matte as Nice – for the sweet and wholesome souls.

I refined the concept, typography, graphics, colour palette and art direction - pulling it all together into a cohesive 360 campaign.

It’s been great to see the campaign brought to life across multiple touchpoints, including ‘spin the wheel’ mailers, events in both the US and UK, and a comprehensive rollout of digital assets across Amazon, D2C, and paid channels. As a result, the Amazon assets exceeded benchmarks across dwell time, bounce rate and sales CVR.

I worked closely with marketing throughout, keeping things aligned and making sure teams could easily adapt the campaign for their channels while maintaining a consistent look and feel.