Natsuko Bosaka

We made "Strong is Beautiful" mean something, by showing the world the power that Dads have in creating the next generation of strong women. We simply filmed NFL Dads doing their daughters' hair (the #DadDo). And we set fire to the Super Bowl ad conversation. 45 million views and 1.68 billion media impressions later, #DadDo was a sensation, leading to unprecedented cultural attention and engagement for Pantene.

Awards: Cannes Lions Gold, 2 Silver Lions and Bronze, Clio Silver, The One show Bronze and Merit, LIA Silver, Cresta Grand Prix and Gold, D&AD Wood, Effie Bronze

Féria By L'Oréal Paris is a hair color brand that offers multi-faceted shimmering hair colors.

Over the years, I have created multiple campaigns under the theme 'Next Level Color' that have resonated with the diverse community of individuals who love to express themselves with creative hair colors.

Director: Jean-Pierre Philippot

This vibrant 360 campaign for the global launch of L'Oréal Infallible Pro Gloss Plump and Brilliant Signature Plump-in-Gloss visually brought the product's plumping benefits to life. Using balloons as a striking analogy for the instant plumping effect, we transformed an iconic Parisian location into a dreamlike scene filled with cascading balloons.

The integrated campaign spanned TVC, digital video, social content, POS, and e-commerce, creating a cohesive and memorable consumer journey. Developed in collaboration with Paris DMI and the US team, the campaign seamlessly delivered localized and global assets that resonated with audiences worldwide.

Dark & Lovely rebranding, aimed at creating a new brand aesthetic. This includes the introduction of the Dark & Lovely & _ campaign, as well as updates to the packaging of Fade Resist, offering 18 shades of at-home hair color.

As a subsidiary of L'Oreal USA's Multicultural Beauty Division, Dark & Lovely pioneers breakthrough hair innovations tailored for women of color.

The Dark & Lovely & _ campaign celebrates individuals who authentically express themselves, empowering them to embrace their infinite internal power and discover their unique voices.

This product-focused campaign concept was designed to emphasize the superior anti-aging benefits of L’Oréal’s Revitalift Triple Power Moisturizer by spotlighting its three powerful, dermatologist-recommended ingredients. 

In a crowded marketplace, the campaign stands out by showcasing the product in an iconic way, using clever, comparison-based copy to highlight its advantages over competitors. 

This approach created a memorable and impactful campaign that effectively communicated the product’s unique benefits.

As Nicolas Hieronimus, L'Oréal's Chief Executive Officer, took to the stage to give the opening keynote address, L’Oréal Group took center stage on the Las Vegas Out-Of-Home billboards.

The "BEAUTY x TECH =" digital billboard campaign showcased their commitment to innovation and transformation in beauty tech. These initiatives focused on sustainability, accessibility, and inclusiveness, with a strong emphasis on reducing energy consumption and increasing efficiency, introducing technology for individuals with limited mobility, and personalized AI technologies for lip color selection.

I developed the concept of "Beauty X Tech =" activation and oversaw production. These digital videos were edited, formatted, and curated for 20 different billboards and over 100 different formats.

COVERGIRL Girls Can campaign is about discovering, encouraging whatever it is that makes a girl take up the challenge and break those barriers. COVERGIRL spokeswomen Queen Latifah, Ellen DeGeneres, Sofia Vergara, Katy Perry, P!nk, Janelle Monáe and others help girls turn "can't" into "can."

Award: Breaking Gender Stereotypes award by UN Women

For CND’s (Creative Nail Design) launch of new line of Shellac Gel Polish, Shellac Luxe, I created a digital campaign focusing on the innovative and luxurious features of the products.

For ALMAY’s rebranding, we launched “Reveal the true you” campaign with Rashida Jones. We made Rashida a parody “influencer” for the new Almay. She can humorously push back on all that perfection and #obsessed-ness and point the way to a new, more modern, more real view of beauty.

For ALMAY’s repositioning and rebranding, I created a holistic campaign that included Point of Sale, Digital, and Social content. Under the positioning of “Reveal The True You”, the campaign evolved the brand from a dated image to a more modern and inclusive image, appealing to a younger and more diverse audience with on trend products.

ALMAY wanted a new line of lipsticks that’s on a trend and appealing to Millennials/Gen Z target. 

So we created Lip Vibes, lipsticks in the tropical patterns and a neon sign look with inspirational modern mantras as shade names. I creative directed the project from the concept of the lipstick line, naming, packaging design, Point of Sales, Digital materials and photography.

In searching for the next breakthrough spokesperson for COVERGIRL, I discovered James Charles, a then 17 year old Instagram/YouTube-famous makeup artist influencer. I introduced him to the brand and he was immediately signed as the first male spokesperson for the brand. The campaign with James created huge buzz for the brand for pushing gender boundaries and breaking social media rules.

The central piece of digital content I created for the campaign was a makeup challenge video starring COVERGIRL Zendaya and James in which the two of them competed to create makeup looks featuring the new products. The piece garnered significant media attention and attracted thousands of new followers for the brand.

The COVERGIRL Colorlicious campaign launched a new line of classic lipsticks in shades of Pinks, Plums, Reds and Nudes for the first time in many years. The campaign includes print, point of sale, social media content, website page, digital content and experiential content. For the New Year, we created an activation called the Colorlicious #ColorfulCountDown campaign which took over Times Square and included a televised sponsorship of the launch. Millions of viewers both in Times Square and on TV saw the content which included everything from the official times square party favors to 5 massive digital billboards, Taxi TVs and multiple media promotions.

This fully integrated campaign introduced COVERGIRL’s Plumpify mascara with bold energy and playful creativity. Featuring pop icon Katy Perry, the campaign used the 90s anthem “Pump Up the Jam” to amplify its message and connect with her massive fanbase.

Iconic visuals, such as Katy inflating a balloon with a mascara-shaped air pump and wearing a dramatically inflated dress, brought the product's promise of extreme lash volume to life. The campaign spanned TVC, online video, social content, POS displays, and print, delivering a cohesive and memorable brand moment.

“I am strong, I’m beautiful, I am a COVERGIRL.”

COVERGIRL Global campaign during Olympics featuring American and Canadian boxers, and American beach volleyball player. TV, digital, Print, POS, special edition product packages, etc.

For the launch of Monumental Records recording artist Empire I’s new album Crack the Code, I collaborated with the artist to create the album cover art, digital promotional images, and a mobile app with an AR experience. I oversaw the creative direction of the photo shoot, the post production including retouching, and the design.