Skip to Main Content

K18

The Tumblehair

K18

Stunt
THE CHALLENGE

Launch K18’s Hair Longevity Serum with a stunt bold enough to break through a culture increasingly conditioned to assume anything unbelievable must be AI. Working alongside Uncommon Creative Studio, the challenge was to turn an outrageous concept, a giant hairball rolling through New York City, into a physical, real-world spectacle.

K18
THE EXECUTION
Uncommon Creative Studio oversaw the creative, with Promobile serving as the physical fabrication, permitting, logistics and execution partner
Brought the giant hairball concept off the screen and into the streets of NYC, creating an eight-foot ball of real hair and wigs
Used the sheer absurdity and scale of the installation to create a highly visible, inherently shareable brand moment
Launch K18’s Hair Longevity Serum with a stunt bold enough to break through a culture increasingly conditioned to assume anything unbelievable must be AI. Working alongside Uncommon Creative Studio, the challenge was to turn an outrageous concept, a giant hairball rolling through New York City, into a physical, real-world spectacle.
Earned media coverage across major publications, including Time Out New York, Creative Boom, NewBeauty, CNN, and Good Morning America
THE RESULTS
Earned media coverage across major publications, including Time Out New York, Creative Boom, NewBeauty, CNN, and Good Morning America
Turned the expectation of AI-generated stunts on its head: people questioned whether it was AI, only to discover it was completely real

MORE ACTIVATIONS

ALRIGHT, LET'S DO THIS THING

Step one, fill out the form. Step two, be glad you did.

Thank you! Your submission has been received!