We noticed something honest: before changing their hair color, women were already trying it on through filters, testing new versions of themselves.
So instead of changing the behavior, we amplified it.
We took the filter off the screen and into the street. On Avenida Paulista, a bus stop became a giant Koleston box, an AR mirror connected to a vending machine. Women could try shades in real time, choose their favorite version and leave with the color in hand.
Impact was immediate. Lines wrapped the block. The street turned into a feed. Reactions came naturally.
Two weeks later, the experience moved into retail. A beauty store window hosted the same AR mirror in desire mode, inviting passersby to test shades, step inside, receive gifts and continue the transformation.
Finally, we returned the behavior to where it began: digital. A TikTok filter expanded the experience beyond São Paulo, activating regional creators across Brazil.
Alongside the concept, I designed the campaign’s full visual identity, the AR mirror OOH experience, social content and CRM pieces, ensuring every touchpoint spoke the same language.
Role: Senior Art Director ✦ Year: 2025 ✦ Agency: Eixo