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.

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