Agency proposal - Paid Media (2025)
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As part of a case study for the Creative Strategist Ads position at Eskimoz, the challenge was to relaunch the advertising campaigns for the natural and clean haircare brand Cut By Fred. The fundamental problem was a major dissonance: the brand's unique DNA (modern, inclusive, fun) was being erased by generic ads aimed at immediate sales and performance, rendering it both invisible in terms of brand awareness and ineffective in terms of conversions because it was quickly forgotten.
My objective was therefore to design a new creative strategy to translate this uniqueness into campaigns capable of captivating the audience, building brand preference, and triggering purchases, all within one week with a budget of €30,000/month.
Young adults (18-35 years old), urban and active, very present on social media (Instagram, TikTok). They are attentive to "clean beauty" trends but are looking for a credible brand that makes no compromises on effectiveness, sensory experience and pleasure.
Creative strategist: my role was to diagnose underperforming campaigns and design the new creative strategy, from the initial insight to the creation of scripts and advertising angles for Meta and YouTube.
The idea is to go against the grain of the market. Instead of "repairing" or "transforming" hair like the competition, Cut By Fred reveals its true beauty. "Clean" is no longer a technical argument, but a philosophy of liberation: removing the superfluous (chemical and mental) to reveal the hair's authentic beauty. The goal isn't to erase everything, but to start afresh, building on a solid foundation.
Faced with serious competition, this concept positions Cut By Fred as the "clean" brand with character: bold, inclusive, and fun. We no longer sell a product, but a liberating mindset.
These static advertisements for Meta depict a graphic gesture that "erases" a dull hair texture to reveal a radiant and natural mane, thus embodying the slogan "The Clean that reveals your natural hair"
This UGC ad for Meta is an authentic video testimonial where a creator recounts how she abandoned the market's promises of "transformation" to finally "reveal" the true nature of her hair—light and vibrant—thanks to Cut By Fred.
This YouTube video advert is a sensory journey that begins with a visual mystery (a foggy screen), uses a splash of water to reveal radiant hair, then proves the product's effectiveness through its texture before concluding with a direct call to purchase.
The message “Starting over on the right foot” speaks to everyone; it evokes a simple, accessible, and profoundly true gesture.
It links hair care to a feeling of liberation, of returning to oneself, of regained authenticity.
The idea of “clean” translates easily into natural, light, and vibrant images, perfect for video and social media formats.
Cut By Fred doesn't promise transformation, but rather revelation — a more humane and peaceful approach to care
This positioning can be infinitely varied: “Reveal your nature”, “Reveal your radiance”, “Reveal your volume”… a true brand platform.