The Joy of Waves

Agency: Isobel


Community based hair care brand Curlsmith has teamed up with isobel, to launch its new Effortless Waves product across the US and UK. The campaign, titled The Joy of Waves, celebrates the beauty of natural waves and features real women discovering their natural curls for the first time.

The campaign is based on the insight that many women don’t realise their hair has naturally beautiful waves, but when they discover that they have, it’s a feeling of pure joy.

To create the editorial style campaign, isobel cast five real women, who thought they just had unruly hair and showcased the exact moment that they realised they’re in fact ‘wavy’.

The campaign breaks in May, in the US and UK, across OOH, CTV, social, online and through retail channels.

Ben Stump, Creative Director at isobel states: ‘Curlsmith is a wonderful brand, dedicated to helping people make the most of their natural hair. So helping them launch Effortless Waves was a genuine joy to be involved with.’

isobel was appointed as Curlsmith’s first ever creative agency earlier this year.

Since launching in 2018, Curlsmith has quickly become a market leader for products specifically designed for curly, coily, and wavy hair. The company is expanding further in the UK, and the new campaign aims to increase awareness of the brand and its products.

This professional campaign titled 'The Joy of Waves' was published in United Kingdom and United States in May, 2023. It was created for the brand: Curlsmith, by ad agency: Isobel. This Digital and OOH Outdoor media campaign is related to the Beauty industry and contains 2 media assets. It was submitted about 1 year ago by PR: Rosie Lumley of Tank Top PR.



Creative Director – Ben Stump
Creative Director - Simon Findlater
Senior Creative – Donna Williams
Senior Creative – Susan Mansfield
Account Partner – Sarah Humphreys
Senior Account Director/Producer – Gemma Blake
Account Manager – Ellie Dickenson


Sarah Cresswell

Production: Igor Creations
Editor, Post-production & sound: Chan Spencer


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