Evolving Nice’n Easy’s social story through bold self expression

Wella returned to us with a familiar challenge and a timely cultural opportunity. After two successful campaigns together, it was time to launch Nice’n Easy Bold: vibrant shades that work on darker hair without pre-bleaching. A genuine shift for the category. The task was to make that innovation feel expressive, modern and unmistakably social.

We created a social first campaign that naturally built on the tone and momentum that we’d already established. Directed by Aimee Cleaver and fronted by Claudia, the work explored colour as an extension of identity – personal, confident and lived in. A mixed media production approach, blending hero camera, camcorder and stills, gave the content an immediate platform native feel, while retaining premium beauty craft. Three hero films were flexed across TikTok, Instagram, Pinterest and Facebook, supported by feed first static assets.

The result? A confident launch that reframed bold colour as accessible and personal. Delivered entirely for social, the campaign strengthened Wella’s connection with a new audience while sharpening cultural relevance and brand clarity.

A third collaboration built on trust. The same multi-talented team growing the story each time.

all things: built to keep good stories evolving