stay
headstrong
Bed Head, the cult 90s haircare brand, was previously only available in salons but can now be found on retailers’ shelves across the nation.
In the 90’s Bed Head took away the rules and allowed people to express themselves creatively. Yet it seems three decades later that some of those rules have crept back in.
So just like Bed Head did in the 90’s, let’s throw out the rule book for our community, who don’t mould, shape or buck for anyone.
Bed Head have partnered with three amazing women to share how they express themselves creatively & stay headstrong.
To launch the brand directly to consumers for the first time, we developed the brand platform, Stay Headstrong. The idea draws on the brand’s’ punk roots and “give-a-f*ck” attitude.
The campaign tells the stories of Headstrong women who are masters in their field.
FFSYTHO
Small but mighty, FFSYTHO is a five foot tall fireball smashing the mould in UK grime.
Growing up in Northampton and fenced in by a male dominated local music scene, the lack of women producing music pushed FFSYTHO to make all of hers in secret. But secrets never stay secret for long and with this amount of pure skill and attitude, there was no way this small West Midland town was ever gonna hold in this type of talent!
She is an 'unapologetically gay' woman with a fearless spirit who says exactly what’s on her mind. Her powerful performances rile up pure excitement from crowds who come to see her set the stage on fire.
FFSYTHO Master Image
The biggest challenge when retouching FFSYTHO was her hair, for example when creating highlights for her hair, there was a danger of it looking greasy.
Gina Master Image
There was a certain level of vibrance in Gina's hair that was originally lost in the shoot. This was required to be brought back.
Julia Master Image
Julia has a natural shine in her hair. This needed to be accentuated without the risk of her hair looking greasy.
Lily Master Image
Lily has a great style and movement to her hair. I needed to bring her hair to life without it looking washed out.
Lucia Master Image
Like the others Lucia has great life and volume to her hair. Again the tricky issue was her hair could look greasy if the highlights were pushed too hard.
Osob Master Image
Osob had a great punk style to her hair. Her hair was the trickiest out of all to get right, as she has these amazing highlights in her hair which lead to a large amount of work to get the balance of colours right.
Lily
Lily Phillips talks about whatever the hell she wants. Like vaginas. And feminism and periods and mental health and thrush.
Lily has a sharp wit and a huge heart. She’s ditched the idea that girls should be pretty and quiet - wild and hilarious are a hella more fun!
Portrait Layouts
The model images were used to help create portrait layouts for print and digital with a combination of expressive type and graffiti style icons. These 6 Sheet Posters create a 90s style that embodies the Bed Head heritage.
Landscape Layouts
The model images were then used to help create landscape layouts for print and digital. Again with the type, icon and background style these out of home (OOH) posters create an eye-catching campaign.
Lucia
Lucia Blayke. Gender equality activist. Founder of Trans Pride London. A force to be reckoned with.
Growing up in Liverpool in the noughties as a boy with a ‘scally’ skinhead, Lucia was plagued with gender dysphoria. Today, she’s the beating heart of the UK’s trans rights movement. She’s glamorous and fabulous: a woman of true strength.
A woman who refuses to compromise her identity and leads others in doing the same, Lucia Blayke is a burning flame, a fire so fierce that her passion is igniting a better future for all.
