Freelance Focus
A targeted campaign for Capital Hair & Beauty highlighting tailored support for freelance professionals through a suite of shortform commercials and supporting content.
Project Overview
Freelancers are a fast-growing yet often overlooked segment of the professional beauty market. Capital Hair & Beauty wanted to change that. I developed a four-part campaign that championed the everyday challenges of freelance hair and beauty professionals, offering Capital as a trusted partner.
Project Goals
The campaign was designed to raise awareness, drive engagement, and position Capital as the go-to retailer for freelance professionals.
Grow Freelancer Audience: Reach and resonate with new and existing self-employed stylists, barbers, and beauty professionals.
Increase Course Enrolments: Promote Capital’s upskilling and education offering to drive sign-ups from the freelance community.
Promote the Freelance Focus Hub: Offer genuinely helpful tools and resources to freelancers, building long-term brand loyalty and increasing customer lifetime value.
The Challenges
The key challenge was producing four individual shortform spots, each with its own focused message, while ensuring they felt like part of a single, cohesive campaign.
Multi-part Campaign Narrative: Each element had to stand alone with a focused message (e.g., click and collect, expert advice) while also connecting into a larger, consistent campaign.
Live Retail Filming Environment: Coordinated filming around a functioning Capital store, capturing live action without disrupting trading hours or the customer experience.
High Volume of Deliverables: Alongside the four core spots, I delivered supporting cutdowns, paid ad formats, and platform-specific edits to extend campaign reach.
The Solution
I led the campaign from concept through to delivery, working closely with Capital’s in-house teams to structure the campaign.
Relatable Scenarios: Each segment was shaped around a familiar freelance scenario, into which Capital’s services were naturally woven. This approach made the messaging feel relevant and authentic.
On-location Direction: Filmed at a working Capital store with a minimal crew to ensure flexibility and minimal disruption.
Scalable Content Rollout: Produced a full suite of supporting assets, including social cutdowns, newsletters, and paid ads optimised for Meta.