creative content director
Head & Shoulders | P&G | 2026 | Grey Brasil
Content Director: Bruno Borghi
The Gen Z man doesn't want to be convinced. He wants to relate.
For the launch of H&S 3-in-1's new formula, we created a content campaign with creator Láctea designed to perform on the platforms, not interrupt the feed. Social-first content, produced for TikTok, Instagram, and YouTube, aimed at retention and media boost.
The throughline was simple: a man with his hair sorted is a confident man. The product doesn't show up as a spokesperson prop — it shows up in Láctea's life naturally, where the humor comes from the situation and the confidence comes from the result.
3 em 1 feat. Láctea
Head & Shoulders | P&G | 2023/2024 | Grey Brasil
Head of Content: Bruno Borghi
Always-On content creation for Head & Shoulders. The campaign connected the hair-care expert brand with the community that sets its own trends. Focused on 'Estilo de Quebrada' (Brazilian street/favela style), the brand built key content partnerships with Kondzilla, Influência Negra, and Hypebeast.
CONFIANÇA NA CABEÇA
