Head skin doesn’t get much love. Hell, there’s not even a nice word for it—scalp? Yuck. And all the pampering we do pretty much stops at the hairline. But when that hairline starts to move back or things begin to thin overall, Curology knows that’s when the skin needs some help.

a neon wonderland of mainlined self confidence and bulging hairdos

So, as Curology prepared for the first time ever to blow up the hair care game by bringing their dermatology bona fides to bear, we knew we had to flip the narrative.

From the joyless hellscape of limp strands and harsh lighting that you see in most hair loss spots, to a neon wonderland of mainlined self confidence and bulging hairdos that was the world of 80’s aerobics.

‍

Introducing your new hair gains routine: “Follicle Fitness”

This campaign imagines the marriage of science and fitness in a synth-laden love letter to a time where “the higher the hair, the closer to God” was the mantra. It step - touch - kicks in the door of a category gone stale, and motivates people to totally crush their hair goals.