Project: Fluid

The power of unbound hair 

Simply letting your hair down can be a powerful act of self-expression. So we went where self-expression—and hair—is restricted: Olympic synchronized swimming. The collaboration between Team USA and TRESemmé created an unforgettable display of artistic freedom in sports.

01The challenge

Iconic among customers who grew up with it in the 90s, the brand needed to overcome its association with stiff gels and sprays for a new generation defined by fluid style.

02The solution

Partnering with the Olympic USA Artistic Swimming team and renowned choreographer Parris Goebel, we crafted ‘FLUID’: an underwater routine choreographed entirely around the fluidity of unrestrained hair—allowing the team to perform for the first time without restrictions.

Commanding the world’s biggest stages


We turned every major event the month of our launch into a celebration of self-expression and took the performance to unexpected places including the 2023 Super Bowl, where Parris Goebel was designing the half-time show. We held a film premiere for key media and influencers followed by a panel discussion with Parris and Team USA, contextualizing the societal truths behind FLUID, plus a live swim performance with Team USA’s flowing, fluid hair on full display.

03The impact

A splash seen around the world

Early in the campaign, it delivered major impact — helping TRESemmé achieve its strongest year to date. The campaign has received 860M impressions and counting, earning coverage in Good Morning America, NBC Sports, CBS, Entertainment Tonight, Telemundo and many more.

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