Full Hair, Full Glam: On a Global Mission with Sofia Vergara for Gliss "Full Hair Magic"

Say goodbye to weak, brittle hair: the "Full Hair Magic" care range from Gliss by Schwarzkopf strengthens hair lengths and supports visible growth. To bring this transformation to life, Schwarzkopf teamed up with actress, model, and producer Sofia Vergara as brand ambassador for a striking TV commercial – shot across a variety of stylish, high-end sets. We were invited to join the production in Madrid to create a global social media campaign in parallel. Through a dedicated video and photo shoot with Sofia Vergara, we developed impactful content tailored especially to inspire Instagram audiences with the power of Full Hair Magic.

Our creative concept extended the aesthetic and tone of the TVC into a cohesive digital experience. Filming took place in a series of striking studio locations – from luxurious bathrooms and elegant hotel suites to vibrant city streets and lively Latin club party scenes. We created a rich media mix with varied use cases: dramatic before-and-after transformations, engaging hairstyling sequences, and relaxed interview moments with Sofia Vergara and her hair team. All formats were specifically tailored for Instagram (9:16) and YouTube (16:9), with dynamic, high-quality edits between 15 and 20 seconds.

Discover our services that were used in this project:

• Digital Marketing Strategies
• Social Media Strategy
• Brand Look and Feel Development
• Video and Photo Shoots
• Content Creation

Working with an international icon like Sofia Vergara, we delivered one of the largest social media productions in our portfolio to date. The campaign combined star power, authenticity, and strong visual storytelling to make Full Hair Magic resonate across digital platforms. The Instagram assets achieved impressive reach and engagement – and gave Gliss a noticeable boost in brand visibility.