BTS with John Frieda – “Hair Talks”

with john frieda jair talks

September 2016, members from the Leap and Leapframe team packed their tripods, cameras, lenses and short sleeves for a photoshoot with KAO Brand client, John Frieda.

The hair care brand signed with (human)x at the beginning of 2016, to create a social identity, development strategy and ongoing social engagement across Facebook, Instagram and Twitter.

Since then, Leap has expanded its services to be John Frieda’s creative lead agency to create brand advertising campaigns and curate branded content. But we couldn’t do it alone. Leap gathered its sister studios, Leap Amp and Leap Frame, to curate social media and filmography content for John Frieda. Which led members from all teams to Los Angeles, California for a photoshoot with the brand, all around their campaign “Hair Talks.”

Before traveling, Leap worked with John Frieda to understand the company better. We organized research and focus groups to better understand their audience. We realized “Hair Talks” was for women who want to express themselves through their hair – before they have a chance to speak for themselves. John Frieda wanted to help women make the right statement with their locks – unapologetically.

“John Frieda hair care brand has a brand new, 2017 campaign called “Hair Talks.” It’s all about enabling and empowering the modern-day, Millennial woman to express herself however she wants to – show her emotion and her ambition and excitement for who she’s going to become,” said Leap Creative Director Bridgid Agricola. “And John Frieda has all the hair products to help her do that, so today is just all about telling that story.”

JF wanted shots that reflect their multi-cultural, Millennial consumer in a lifestyle environment for use in digital marketing and social media. To tell the John Frieda mission in a story, we took diverse models, with diverse types of hair, to a rooftop in LA, a graphic wall and a well-succulented coffee shop in the city.


Without first going to LA, we drew out wireframes of the story we wanted to tell. For the images, we knew what backgrounds we needed for each hair color and style, in order to make the best statement.


With help from a team of stylists, makeup artists, hair stylists and lots and lots of John Frieda products, we walked away with a myriad of client images, two videos and a nice tan.

Check out how we put together the John Frieda LA shoot with our Hair Talks: Behind the Scenes video.

John Frieda | LA Photography | Behind The Scenes from Leapframe on Vimeo.