OGX Haircare



As agency of record, give Johnson and Johnson’s OGX the first ever brand architecture and corresponding omni channel campaign exemplifying the trailblazing, genderless, high performance haircare brand they built 13 years ago – with clear purpose – to the public.



Loving your hair is part of loving your self-expression, self-confidence, and self-discovery as well as one of the quickest ways to show, unapologetically, your individuality to the world. 



Love is in the Hair. At OGX, we don’t believe in “one-size-fits-all,” we believe in ALL, championing the authenticity of those who live with purpose. Loving your hair is part of loving yourself, which allows you to love others, too. But despite the world being filled with disrespect, disregard, and disdain, we don’t let that stop us. We must be passionate and driven to see others achieve their best aspirations as the foundation for a better world for all. A world that is more diverse, more inclusive, and more bound by love. So while you’re on your journey to self-discovery, revel in the fact that we’ll be right beside you with that head start and high-five you need because Love Is in Your Hair.


RESULT: Launch the “Love is in the Hair” global identity and omni channel campaign with a Billboard in Times Square, followed by print, digital streaming content, social media campaigns and partnership with the NAACP.


Campaign Strategy

Campaign Concept

Creative Direction

Art Direction 

Brand Identity

Video Direction

Social Media Ads

Print Ads

Design Strategy

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Make the iconic OGX bottle known in retail for it's shape, but recognized as the Aragon shampoo or the coconut oil shampoo, truly an OGX shampoo. with a transparent shape that shows "you" through the bottle. 

Video Content

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