St Louis Says: Launch Campaign
Service
Creative Production
St Louis Says, a new player in the haircare industry, partnered with TCA to launch their brand with a campaign designed to disrupt conventional beauty narratives. The objective was to introduce the label with a bold, artistic vision that celebrated individuality and redefined what haircare could look like in market.
The campaign featured a diverse cast of models, each bringing their own personality, background and hair type to the lens. Shot across studio and outdoor environments, the production captured both dry and wet hair moments, elevating natural texture and movement. Alongside the talent-driven imagery, product stills were styled in abstract, unexpected compositions and immersed in unusual objects and environments to create striking, high-concept visuals that set the brand apart.
The campaign gave St Louis Says a category-defining debut. The creative assets offered a bold point of difference in a saturated market, sparking intrigue and cementing the brand’s voice from day one. With an emphasis on inclusivity and experimentation, the content resonated with a broad audience.
