Creative advertising campaign developed for L’Oréal Colorista WashOut, exploring self-expression and personal transformation through colour. The project positions hair dye as a tool for liberation, identity and bold change, connecting with young audiences at moments of emotional and personal transition.
Concept — “Break the Monotony”
The campaign is built around the idea of breaking routine and escaping emotional stagnation. Colour becomes a visual metaphor for change, moving away from boredom, repetition and conformity towards freedom, individuality and self-expression.
This concept is translated into large-format outdoor advertising, using bus shelters and urban placements as the main stage for the campaign. The contrast between monochrome hair and vibrant colour reinforces the before-and-after narrative, turning everyday commuting spaces into moments of visual disruption and personal transformation.
The concept was developed through a 360º advertising campaign combining a hero video, print visuals and digital content.
PATRICIA SERRA 