L’Oréal
Turning the lens on those behind the best in beauty.
Across L’Oréal UK & Ireland, thousands of employees were being asked to deliver an ambitious 2026 strategy. I led the creative direction for a campaign to move it away from top-down communication and into something more personal – by turning the lens on the people leading it.
Creative Director – McCANN
Creative direction | Campaign concept | Activations
Making strategy worth it
An ambitious strategy only works if people connect with it. Internal comms rarely gets you there.
The brief was to bring the strategy to life in a way people would actually engage with.
Rather than defaulting to town halls and presentations, we pushed for a more human approach – making leadership visible and giving the work a face.
The face of commitment
We focused on the people responsible for delivering the strategy, capturing them in a more direct and unfiltered way.
Less about polished leadership messaging, more about personal commitment.
It turned something abstract into something people could recognise, rather than just be told.
Launch and embedding
The campaign was brought to life through a series of installations across office spaces, transforming everyday environments into something more like a gallery.
Large-scale portraits and messaging placed the work directly in people’s path – something you move through, not just scroll past.
This was supported by internal channels and ongoing content, helping it carry beyond the initial launch and into day-to-day working life.
