Motions has been making salon-inspired products for women with textured hair since 1993. They struggled through several packaging redesigns and a lack of brand awareness among their newly targeted, younger demographic. In terms of communicating to college-aged, African-American women, The BET Awards were the perfect event to launch a campaign touting the ability of Motions to deliver uncompromised moisture, manageability and shine. But it’s one thing to explain the value of their hair care. It’s another thing to show it. And for that, they turned to FIFTEEN.
FIFTEEN and Motions partnered on the most ambitious ad in their history. FIFTEEN wanted to highlight the full range of beautiful, sexy and attention-grabbing places a young woman's hair could go with Motions., complete with a new tagline: It's Your Move. We decided to produce a spot that did just that, with a cast of models rocking their Motions-facilitated ‘dos and putting them in motion, blending day and night looks. In an end-to-end, in-house effort, FIFTEEN conceptualized, storyboarded, cast, shot, edited, sourced the soundtrack, animated the logos and placed the ad exactly where it would reach the desired audience.
The final spot holds up to anything produced by bigger agencies and came in at a fraction of the cost for the client. It’s the type of ad you’re going to watch again and again.