Make It Legendary

Agency: The Badger Agency


The Badger Agency debuts its first campaign for Ultimate Repair from Wella Professionals ‘Make It Legendary’ launches game-changing, skincare-inspired approach to inside-out hair repair care, featuring patented technology.

NEW YORK —May 1, 2023 -- Shiny, smooth and strong hair take center stage in “Make It Legendary,” a new campaign for Wella Professionals’ Ultimate Repair product line created by its newly appointed creative agency of record: The Badger Agency.

“This campaign is fueled by the power of women to be bold, proud and fierce,” says Madonna Badger, Badger Agency Founder and Chief Creative Officer. “When we have a good hair day, everything feels amazing and we know we can do anything.”

Wella Professionals’ Ultimate Repair line includes four products designed with 140-plus years of hair expertise and works with all hair types: shampoo, conditioner, protective leave-in cream serum and the new Miracle Hair Rescue treatment, a lightweight leave-in spray for intensive, inside-out repair of all hair types. The spray works in 90 seconds, less than half the time of leading bond repair competitors.

“At Wella, we know hair inside out, and we know what damage looks like. Our expertise is reaching new heights with the launch of Wella Professionals Ultimate Repair,” says Max Morini, Wella Company Vice President, Research & Development, Wella Professionals.

Featuring luxurious textures and a subtle signature scent, Ultimate Repair elevates daily hair care into an extraordinary experience.

About Wella Professionals
Wella Company is an innovative global leader in the beauty industry that combines 140 + years of earned wisdom and industry experience with the enthusiastic growth momentum of a newly minted independent entity. Marking two years as a stand-alone business, Wella Company is one of the fastest growing companies in the beauty sector. The company has a portfolio of iconic professional and retail hair, nail, and cutting-edge beauty tech brands and serves legions of artists and owners across the professional hair and nail community in more than 100 countries where it operates. For more information on Wella Company visit

About Badger Agency
The Badger Agency works with a growing roster of influential clients including P&G, Olay, Dick’s Sporting Goods, Clairol and Target. Marketers come to the agency for its ability to connect brands to their purpose on a deeper level—through passion and empathy. Badger believes branding should speak to and from the soul for meaningful engagement and carefully crafted high-performing creative that drives real results for their clients.

We stand on nearly three decades of award-winning, change-making creative that’s disrupted how brands speak to women and lead with purpose. Guided by imagination, created with intention, we leverage our unique talents as an agency to make unforgettable brand moments that drive conversation and culture.

This professional campaign titled 'Make It Legendary' was published in United States in May, 2023. It was created for the brand: Wella, by ad agency: The Badger Agency. This Content, Digital, and Film media campaign is related to the Beauty industry and contains 3 media assets. It was submitted about 1 year ago by Lynne Collins.


Badger Agency

Madonna Badger - Creative Chief Officer

Natalie Troubh - President

Celeste Holt-Walters - Head of Production

Clark Fisher -Executive Creative Director

Kristen Murphy - Creative Director, Design

Matthew Scott - Creative Director, Copy

Sophie Gerritsen - Senior Art Director

Haleigh McMackin - Art Director

Serena Maldonado - Junior Director

Anvita Shah - Digital Designer

Willem Koppel - Senior Producer

Maddie Echeverria - Producer

Madeline Lefferts - Head of Account Management

Lisa Diaz - Account Executive


Photographer + Director: Damien Krisl

Production Company: Cadence Films

Director of Photography: Tristan Sheridan

Line Producer: Paul Laurens

Executive Producer: Lorenzo Ragionieri

1st AD: Jon Mintz

Post Production

Editor: Chrissy Rabe

Motion GFX: Matt Westrich

Flame: Ira Morris (Finalbyte)

Color: Mikey Rossiter (Rare Medium)

Music/Mix: Ant (Cadence)


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