Bouf: Brand Launch Campaign feat. Indy Clinton
Service
Creative Production
BOUF Hair partnered with TCA to launch its debut campaign – a bold introduction of a brand built on belonging, confidence and self-expression.
The brief was to transform Bouf from a haircare label into a lived experience: an open door for every woman navigating hair loss, regrowth, or simply wanting to feel seen and supported.
The three-day production captured every dimension of the brand. Day one brought the hero campaign to life, fronted by ambassador Indy Clinton, embodying Bouf’s no-judgment, high-energy spirit. Day two focused on campaign stills with three diverse talents to create authentic, relatable content for web and social. Day three centred on e-commerce and still-life product imagery, using tactile visuals and textured compositions to showcase tone, texture, and transformation.
Visually, the campaign blended humour, warmth and retro glamour – set in colourful, lived-in environments that celebrated the chaos and beauty of real life.
The campaign introduced Bouf as more than a product, it positioned the brand as a movement for modern women who want real results without the salon façade. The creative direction grounded the brand in honesty, humour and heart, resulting in imagery that’s inclusive, expressive and instantly recognisable. The content suite rolled out across digital, website, social and retail, defining Bouf’s tone from day one – giving thin hair baddies a voice.
