The Brief
Build on the momentum of Monday Haircare’s viral rise by creating a brand campaign that celebrates its diverse, loyal community while elevating the brand with a more aspirational, cinematic edge. The campaign needed to reflect how Monday fits effortlessly into everyday beauty rituals across all hair types and textures.

The Idea
The Monday Mood campaign celebrates the Monday Haircare community, showcasing how its products work for all hair types. It captures the joy of getting ready whether for work, a night out, or a date — highlighting the anticipation, intimacy, and confidence that come with great hair and the rituals that make every moment feel special.

Inspired by ’90s glamour, the campaign blends nostalgia with modern beauty. Shot through a hazy, dreamlike lens, we created a filmic world where beauty feels both elevated and deeply personal. The colour story paired Monday’s signature pink with soft pastels and high-contrast styling. Bold, trailer-style supers added a graphic edge, giving the final film a confident, cinematic identity.