Wella Professionals: Multi-Year Creative Partnership

A hand-drawn star doodle.
A hand-drawn star doodle.
Black wig brush with the Wella Professionals logo printed on the handle, positioned diagonally against a plain background.

Client: Wella Professionals
Produced by: The Evoke Agency
Role: Creative Strategy, Campaign Ideation, Social Media Direction (Sam)

@WellaHairUSA Social Media Strategy

Objective
Differentiate Wella’s professional and consumer-facing channels by evolving @wellahairusa into a consumer-first hub for trend inspiration and product storytelling.

Approach
Led a full-scale rebrand of the account’s voice, content pillars, and visual direction, positioning it for a more influencer-inspired, consumer-friendly feel while maintaining brand integrity.

Execution
Oversaw creative strategy, content rollout, and cross-functional collaboration across influencer, event, and paid teams to ensure a cohesive transition.

Results
Early engagement metrics indicate a promising shift in audience growth and consumer perception, laying the foundation for Wella’s continued evolution as both an expert and aspirational beauty brand.

A bulletin board with various notes and images. Top left has a paper titled "Brand Archetype." Below it is a card labeled "The Magician" with a quote and brand examples Coca-Cola, Disney, Dyson. To the right is a yellow paper titled "Role of Channels" with a Venn diagram. Below is a paper titled "Main Colors" showing white, bright red, and black, and an "Accent Set Colors" section with core red. On the right are social media images of women, makeup, and product promotion. The background is a corkboard with a wooden frame.

Wella Education Exposed

Objective
Grow Wella’s YouTube presence through a content series that made education feel aspirational, entertaining, and authentic.

Approach
We developed Wella Education Exposed — a video series blending tutorials, rapid-fire interviews, and behind-the-scenes storytelling inspired by formats like Vogue’s 73 Questions.

Execution
Oversaw creative concepting, storyboarding, production, and rollout across YouTube and social channels to showcase Wella’s top talent and brand personality.

Results
The series earned 1M+ YouTube views and overwhelmingly positive feedback from stylists, helping redefine Wella’s digital voice and bringing a “cool factor” to professional education.

Artist-on-Artist Interview Series

Objective
Celebrate Wella’s 75th anniversary in North America through a campaign that honored its creative community and legacy.

Approach
We created Artist on Artist — a heartfelt interview series inspired by Variety’s Actors on Actors, spotlighting Wella’s ambassadors, educators, and signature artists in genuine conversations about creativity, mentorship, and the future of hairstyling.

Execution
Directed the interviews, oversaw production and rollout across YouTube, Instagram, and TikTok, and aligned creative assets with Wella’s anniversary celebration.

Results
The campaign strengthened Wella’s connection with its creative community, celebrating the artists who make the brand special and earning positive feedback internally and across social media.

A hand-drawn star doodle.
A hand-drawn star doodle.

Wella Creative Academies

Objective
Launch and promote Wella’s new network of satellite Creative Academies across North America, designed to bring premier education to local markets and inspire stylists through accessible, high-energy learning experiences.

Approach
We positioned the academies as trend-forward, city-specific hubs of creativity — emphasizing Wella’s legacy of education with a modern, social-first twist.

Execution
We concepted and branded the campaign from the ground up, sourcing influencers, developing social rollouts, and producing on-the-ground content like AD-inspired salon tours and localized “golden ticket” giveaways.

Results
Twelve cities launched in 2025, with plans to expand to 36 next year. Early campaign engagement and class attendance signal strong excitement and community growth around this new education model.