L'Oréal: Elseve Spray&Go Sprays

It’s not magic. It’s Elseve sprays by L’Oréal Paris

We introduced a new creative platform for L’Oréal Paris Elseve in the Czech Republic, Slovakia, and Hungary to launch four innovative hair sprays under the idea of Spray&Go. Each product addresses a specific need - one for hydration, heat protection, nourishment and shine. While all of them are sharing a single powerful benefit: lightness without compromise. By focusing on the consumer pain point of “weighed-down hair,” we created a simple yet disruptive promise that sets Elseve apart in a crowded category.

The new Elseve Spray&Go sprays work like straight out of fairytale - by the poof! effect every woman can have hair like a princess in just a few minutes! That's why the campaign reimagines beauty communication through a modern fairytale lens. Dreamlike visual cues such as glass domes, mist, and magical artefacts are combined with grounded, relatable styling to create a balance between aspiration and realism. A dynamic panning scene ensured all four sprays were presented with equal weight while keeping the spotlight on hair transformation, designed for fast-cut formats that thrive across social platforms.

Credits
Clients: Peter Tóth, Jan Pištěk, Monika Míka, Tatiana Bokrosová
McCann: Aneta Slobodníková, Adriana Sadílková
B&T: Helena Vavrdová, Jin Kim, Asya Nasirli, Michaela Mildorfová
Media Agency (GroupM): Michaela Loyola
Production Company: Procoma
Director: Petr Simon