Lengths of Strength

Agency: Valtech Radon


Pantene Launches Campaign Celebrating the Power of Hair to Express Identity After Coming Out.

Pantene has released a new film called ”Lengths of Strength”. It brings hair journeys into focus for different members of the LGBTQ+ community. Launched on International Coming Out Day, the film explores the insight that hair is the #1 way people choose to express themselves, and 60% of LGBTQ+ people change their hair when coming out.

Pantene understands the power of hair and supports everyone’s journey to achieve their hair dreams. Whether someone chooses to wear their hair long, short, curly, or straight, Pantene supports great hair for all. The film features 8 members of the LGBTQ+ community who share powerful testimonials of their personal hair journeys after coming out.

– It was incredibly touching to hear all the personal stories from the LGBTQ+ community that form the basis of the campaign. For an outsider, it's often difficult to imagine the courage required to show yourself as you are to the outside world, says Petter Rudwall, Creative Director at Valtech Radon.”

This professional campaign titled 'Lengths of Strength' was published in Sweden in November, 2023. It was created for the brand: Pantene, by ad agency: Valtech Radon. This Film medium campaign is related to the Beauty and Household Products industries and contains 1 media asset. It was submitted 3 months ago.


Client: Pantene
Helene Graffner – Communications Director & Responsible Beauty Leader, Beauty Care Europe
Guido Marchetti – Director, Advertising Production
Creative agency: Valtech RADON
Petter Rudwall – Creative Director
Paula Backman – Creative
Agnes Zetterman – Creative
Danielle McMaster – Creative
Frida Lind – PR Director
Karla-Therese Kjellvander – Strategist
Hampus Fernström – Senior Strategic Project Manager
Bernadette Hutson – Account Director
Production agency: Valtech RADON
Director – Marcus Lundin
Director (2nd Unit) – Lucas Lennig
Executive Producer – Erik Skånmyr
Producer – Julianne Honea
Production manager – Klara Sundström
1st Assistant Director – Henrik Andersson
Director of Photography – Robin Asselmeyer
1st Assistant Camera – Max Dewoon
Steadicam Operator – Nestor Salazar
DIT – Marcus Vasques Osorio
Gaffer – Kristian Bergström
Laser Specialist – Johan Lindell
Key Grip – Aurelio Mastaglio
Camera Operator (2nd Unit) – Hugo Otto Vallin
Production Designer – Milan Rakic
Hair Stylist – Amanda Lund
Braids Stylist – Brenda Ohale
Makeup Artist – Nihal Mohamed
Wardrobe Stylist – Pamela Norah Nakabaale
Stills Photographer – Ulf Leide
Edit Herofilm + Online – Petrus Lidbeck
Edit KOL + Online – Pelle Axelsson
Music – Hugo Dubery
Sound Design Hero film – Martin Mighetto
Sound Design KOL – Carl Åborg
Motion designer – Giancarlo Mitidieri

Associação Salv...


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.