Integrated Campaign Strategy & Concept Development

For Keune’s “100 Years of Keune” campaign in collaboration with artist Joseph Klibansky, I co-developed an integrated campaign strategy designed to celebrate the brand’s heritage while modernising its visual storytelling and digital presence across brand and performance channels.

The campaign required balancing premium brand storytelling with commercially effective digital communication, ensuring consistency between high-level campaign creative and audience engagement across multiple touchpoints.

To encapsulate the essence and values of both the Keune brand and Klibansky; colourful, artistic, craftsmanship and self-expression a signature hair serum and product range was produced.

I co-created the concept for the campaign and wrote the script and main taglines for the main campaign film, paid and organic content on Instagram and TikTok, website and visual merchandising in official Keune hair salons.

Working collaboratively across strategy, creative, production, and design teams, I helped shape:

• campaign messaging and narrative direction

• integrated brand and performance creative strategy

• audience-facing communication systems

• digital campaign concepts

• content direction across the customer funnel

My role focused on ensuring that campaign storytelling translated effectively across both brand-building and performance environments, helping create a more cohesive connection between visual identity, audience engagement, and digital acquisition efforts.

The project strengthened my experience building integrated creative systems that align cultural storytelling with measurable marketing objectives across modern digital ecosystems.