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Pitanium had a loyal customer base, a premium product, and five branded retail locations — including K11 Musea. What it didn't have was presence in mass-market retail, or a defining brand moment for its hero product, Pi-Shampoo. This campaign had to do both: introduce Pi-Shampoo to a broader audience for the first time, and make it impossible to ignore. The goal was to break into Mannings, starting with the Central and Quarry Bay flagship stores, where the OL demographic aligned closest with the brand's target audience.
The answer was deadpan — a tone that satisfied competing creative instincts within the brand, and landed somewhere more interesting than either extreme alone.
The concept: Pi-Shampoo works so well that Stephy's newly grown hair becomes physically too heavy to lift. Five aspirational worlds — a wedding, a gym, a bar, a café, a volleyball court — and in every beautiful scenario, her head just drops. A visual punchline that proves efficacy without saying a word about efficacy.
We chose Stephy Tang because she isn't a vase. She has comedic range, she carries weight, and she can commit to an absurd premise without winking at the camera. The timing turned out to be perfect — shortly after the campaign launched, she won Most Popular Female Singer 2025. The brand got to stand next to that moment.
I co-developed the five scenes with a fellow manager. Every backdrop was generated using Midjourney and refined in Adobe to production scale — printed at 3m × 4.5m for the shoot. Props were sourced and art directed in-house. The entire visual world was built from scratch, without a traditional set build.
Successfully secured shelf space in Mannings Central and Quarry Bay flagship stores. Supported by city-wide Bus Body OOH, Google Ads, YouTube, and Facebook — extending Pitanium's reach beyond its branded stores and into mainstream retail for the first time.
