Hot Tools
Campus Tour.
Hot Tools, a leading brand of professional hair styling tools, branched into the consumer market with a lower-priced series of their core offering. To spread the word, Hot Tools reached out to AMP Agency to design, produce, and execute a campus tour and sorority gifting drop for major Southern California universities. As the creative lead for this effort, I shepherded this project from start to finish in just under two months.
Strategy.
Though we had an audience and a product in mind, the look and feel were still up in the air. By employing what I like to call “the triangulation approach,” I was able to balance the brand aesthetic with established trends and norms as seen in the haircare category and among our target audience. My triangulation strategy resulted in two strongly-justified and highly impactful options for a campaign look.
Concepts.
These two looks were resultant from the triangulation strategy exercise mentioned above. I’ll admit: we all thought 2020 was going to be our year, so when the client picked “The Roaring 2020’s” for the theme, everyone was very excited for the opportunities therein.
THE ROARING 2020’s
“The rich textures and deep hues of the Gatsby-era come to life through our Roaring 2020’s aesthetic. We’re bringing the Jazz Age into modern times with luxurious fabrics anchored by gilded accents. It’s Hollywood glam inspired by modern trends: a fresh, young take on the vintage glam look that’s been lighting up Instagram. The Roaring 2020’s are guaranteed to be a hit with any young woman - because everyone deserves beautiful.”
SLEEK, SHINE, AND STRONG LINES
“Hot Tools Signature Series are products for everyday people that crave extraordinary hair. Visionaries in hair trends inspire us to build a clean, modern venue with minimalist style. Strong hair is IN and the strong, simple lines throughout our design form a modern backdrop letting the tools and the fabulous hair shine.”
Final Build.
Because time was short, I assisted our fabrication partner in producing this build by creating basic CAD models and cut files, and sourcing furniture. Though the process was scrappy, the end result was clean, easy to use, and effortlessly chic.
