SofnFree Concept: The Story of my roots.
Creative brief: The brief was simple with deep meaning; create a visual story that show cases the history of our storytelling and teachings about rights of passage with the use of a hair product and brand that has been part our lives for generations.
Idea: A brief history about the product. Sofn'free is created by M&M products company, a pioneer in ethic hair care since 1973. The Shoot was aimed at merging the world first with a timeless tradition passed down through the ages by wise woman to young girls. The use of hair in drawing maps using the stars so those who kidnapped could find their way home, lessons in rights of passage during key ceremonies all inspired this shoot. The idea was to retell the story so that it is never forgotten that is why we have multiple hands in the scene and an older sister moisturising while braiding her younger sibling.
The products speak the origin of why we wear our hair the way we do and the stories that have shaped us throughout the centuries.
