John Freida.
Salon Attitude.
Every Day. 

Global rebrand / 2026 Global campaign & toolkit. 

Salon Attitude Every. Day. is the epitome of that feeling when your hair’s on point and everything has potential to become a mirror. The residents on ‘John Frieda Street’  each represent a different hair type and JF product range.

Director: Tom Dream 
Photographer: David Roamer
Agency: VCCP 
  • 210 Motion assets
  • 120+ countries
  • 85 page toolkit
  • 41 BTS stills
  • 28 Portait stills
  • 16 AV lifts
  • 10 Master layouts
  • 8 Social films
  • 6 Hair macros
  • 4 Market translations