OVERTONE x CRUELLA 

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Creative Direction • Copywriting • Strategy • TV • Social Media • Web • Email 

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In early 2021, oVertone partnered with Disney (yes, THE Disney) to create a custom hair color collection inspired by the movie, Cruella. The result was an iconic full-scale campaign that not only captured Cruella de Vil's notoriously bold personality and punk-chic aesthetic, but drove serious brand awareness, social buzz and retail partnerships with Target, Urban Outfitters and Hot Topic.