OVERTONE x CRUELLA 

Creative Direction, Concept, Copywriting

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In early 2021, oVertone partnered with Disney (yes, THE Disney) to launch a custom hair color collection inspired by the iconic Cruella movie. The campaign captured Cruella de Vil’s notoriously bold personality and punk-chic aesthetic with fearless copy and vibrant creative, perfectly matching the rebellious spirit of the film.

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The insight: Gen Z and young audiences see hair color as an essential form of self-expression and identity play, just like Cruella, the ultimate beauty rule-breaker. Our messaging brought that energy to life across packaging, inserts, and a multi-platform campaign spanning digital, email, web, and social media. Each channel delivered authentic, edgy, and engaging content tailored to connect with fashion-forward consumers.

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The campaign drove major results:

• Built serious brand awareness for oVertone

• Generated buzz and excitement across social channels

• Secured retail partnerships with Target, Urban Outfitters, and Hot Topic