STATING THE DIFFERENCE, DIFFERENTLY

Living Proof's debut print campaign featuring Jennifer Aniston was my first big assignment as a copywriter. The brief: Establish Jennifer as a brand co-owner while conveying the simplicity of the brand's approach, and the smarts behind their science.

Strategically, I wanted to capture the powerful sense of relief the products give women by making their hair – dry, flat, frizzy or damaged – manageable.