Pantene
Pantene's cinematic campaigns and haircare storytelling across beauty and personal care
Featured Pantene projects
This week's top Pantene projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Pantene · 80 Years
Pantene’s 80 Years campaign explores the evolution of personal care and self-determination through a historical lens. The commercial traces key moments in women’s history, moving from a 1946 domestic setting through a 1963 professional milestone and into the 1985 performance arts scene. Produced by GREATERGOOD, the spot employs period-authentic cinematography and a mix of black-and-white archival aesthetics and saturated color grading. The work utilizes live-action technique to ground its narrative in authentic detail, leaning into a cinematic visual style to bridge the gap between distinct historical decades.
Pantene · Canvas
The Canvas campaign for Pantene captures a series of vignettes exploring hair expression through a diverse range of individuals. Set across various environments, including city streets, public transport, and interior spaces, the project focuses on the intersection of personal identity and haircare. The production utilizes cinematic lighting and natural tones to highlight distinct hair types and textures. Created in collaboration with TownHouse and featuring sound design by MAS-Music and Strategy, the film adopts a live-action technique to ground the narrative in everyday moments.
Pantene · Strong Is Beautiful
Pantene presents 'Strong Is Beautiful,' a haircare campaign featuring athlete Ronda Rousey. The commercial spot captures a high-energy juxtaposition of physical training and deliberate styling, oscillating between sequences of boxing preparation and refined, flowing hair. Directed with a focus on clean, high-key aesthetics, the live-action footage utilizes a vertical format to emphasize movement and presence. The production features a sound design contribution from Heavy Duty Projects, grounding the visuals in a rhythmic, performance-led atmosphere.
Pantene · Z - I Tuoi Capelli, La Tua Storia (IT)
Pantene explores the intersection of personal milestones and self-expression in the campaign titled Z - I Tuoi Capelli, La Tua Storia. The project traces the evolution of women's hair across decades, utilizing a dual visual narrative that pivots between monochrome archival-inspired aesthetics and vibrant contemporary footage. Produced by GREATERGOOD, the film employs a cinematic approach to document the ritual of styling and reflection. By contrasting historical nostalgia with clean, modern lighting, the production maps the relationship between personal heritage and contemporary identity.
Pantene · Stop the Shedding Trailer
This commercial for Pantene, titled Stop the Shedding Trailer, focuses on the shared experience of hair fall within a domestic environment. Directed as a cinematic spot, the narrative uses close-up framing to highlight the personal concerns associated with haircare, centering on a woman navigating the issue in her daily routine. The film utilizes live-action technique and soft interior lighting to establish a grounded, intimate tone. Produced by Grey, the campaign frames the subject matter through muted visual cues, balancing product storytelling with relatable, observational scenes.
Pantene · Stop the Shedding
Pantene’s 'Stop the Shedding' campaign addresses hair care recovery through a series of focused commercial spots. Directed by the team at Grey, the content centres on the application of specialized serums and the visible results of their professional-grade formulas. The project leans into a clean, clinical aesthetic, utilising soft indoor lighting to highlight product efficacy. By focusing on the routine of hair health, the creative captures the transformation process through a desaturated color palette and polished, live-action techniques.
Project Pantene · Pantene "Abundance" Campaign 2025
The Pantene "Abundance" campaign for 2025 focuses on hair health and vitality, presenting a series of polished beauty portraits. Photographed and visually directed by Fernando Gomez, the imagery highlights voluminous, glossy hair textures in deep brunette and copper-toned waves. The project features hair styling by Gregory Kaoua and makeup by Susana Sanchez, utilizing soft beauty lighting against a consistent, warm beige backdrop. These commercial assets emphasize movement and shine, with select frames integrating the Grow Abundant anti-hair loss scalp serum within the composition.
Pantene · Home For The Holidays
Pantene’s Home For The Holidays campaign captures an intimate, seasonal narrative through a cinematic lens. The spot focuses on a quiet, reflective moment, centring on a woman seated in a vintage car as she prepares to depart for a gathering. Developed with agency partner Townhouse, the commercial employs live-action technique and is bathed in golden hour light to establish a warm, nostalgic mood. Production was led by Curfew, with editorial duties handled by Cut+Run US.
Pantene · Ban The Bun
Pantene’s Ban The Bun campaign leverages a comedic commercial format to address common haircare frustrations. Directed with a focus on vibrant, energetic pacing, the project utilizes a brightly coloured studio setting to ground its narrative. Featuring stylized furniture and saturated backdrops, the production leans into a high-contrast aesthetic. The campaign employs a humorous tone throughout, capturing a series of character-driven interventions centered on messy updos.
Pantene · Muxes: Braids of Pride
Pantene’s documentary-style campaign, Muxes: Braids of Pride, highlights the cultural narratives and lived experiences of indigenous individuals in Oaxaca, Mexico. The project leans into intimate storytelling, featuring striking portraiture captured through a documentary lens. Utilizing natural light and warm color grading, the film emphasizes personal identity through a series of portrait-led sequences. Produced in collaboration with Grey New York, Townhouse, and Biscuit Filmworks, the project is presented in a vertical format, centering on subjects within their domestic and natural surroundings.
Project Pantene · Pantene x Keith Haring 2025 Campaign
Pantene unites with the Keith Haring estate for this 2025 campaign, bringing a graphic edge to their latest haircare activation. The series of studio portraits highlights a clean aesthetic, anchoring the partnership with iconic illustrative motifs. Photographer Valero Rioja captures the campaign, utilizing soft light to emphasize hair texture and movement. Featuring hair styling by Gregory Kaoua and makeup by Raquel Costales, the images lean into a playful tone, centering on model Mattis Perez and colleagues to showcase the collection.
Explore other Haircare brands
Explore Visie’s leading industries, projects, and the talented creatives representing them.