Pantene Jamie
Pantene Jamie
Our Roles
Art direction, Film direction, Visual R&D, CG Production, Key visual development, and Story Development.
Pantene set out to challenge one of the most ingrained beliefs in hair care: that once damage is done, it can’t be undone. With its Molecular Bond Repair range, the brand redefines what repair can achieve, turning a technical innovation into a clear and compelling visual story.
To bring this vision to life, Pantene LATAM Brand Team, together with Grey, partnered again with Onesal, building on our previous collaboration and expertise to transform their Pro-Vitamin and Amino-Peptide complex into an elegant visual language that reveals how repair happens at the deepest level of the hair.
The story unfolds through a molecular journey. We begin at the ingredient level, where Pro-V and peptides meet as fluid, tactile forms. As they interact, they trigger the formation of a DNA-like helix, a structured and recognizable symbol of strength and regeneration. This helix becomes the central visual language of the campaign, representing the rebuilding of internal bonds.
As the sequence progresses, the helix multiplies, strengthens, and transforms, seamlessly evolving into a real strand of hair. Through this transition, we make visible what is normally invisible: the reconstruction of the hair fiber from within, layer by layer.
Every detail was designed with precision. The CGI hair was crafted to match the live-action footage, with light, texture, and movement flowing in sync to ensure a seamless transition from the molecular world to the CGI crafted hair and into real hair. Pro-V appears as a glossy, metallic capsule given life by carrying active elements like bubbles inside. The peptides take on a softer, fluid presence, dissolving into the structure to activate the repair process. The golden helix reflects Pantene’s premium identity, with carefully controlled highlights, reflections, and movement to maintain a consistent, high-end finish throughout.
Movement plays a key role in unifying the system. From ingredients to helix to hair, every element is guided by the logic of the helix, its twists and direction shaping a continuous flow that reinforces structured, intentional repair. The result is a campaign that doesn’t just illustrate the science, it systemizes it. By giving molecular repair a clear and recognizable visual language, Pantene establishes a distinctive and authoritative presence in the category, making the invisible process of repair feel tangible, credible, and immediate.
