FEMMEProduction Brief

Campaign Production Brief

FEMME Hair Care

Cliff Vmir + Jayda Cheaves

01

Campaign Overview

This production is designed to create a premium content library for FEMME Hair Care that can be repurposed across every customer touchpoint.

The campaign has two primary objectives:

  • Reinforce Silkening Mist as FEMME's hero product.
  • Introduce the new Silk Press System™, featuring:Silkening MistSilk PresserTop Coat

This is not simply a campaign shoot. It is a brand content production day designed to generate evergreen assets for paid advertising, ecommerce, social media, website content, email marketing, and future campaigns.

02

Campaign Deliverables

Social

  • Meta Ads
  • TikTok Ads
  • TikTok Shop
  • Instagram Feed
  • Instagram Reels
  • Instagram Stories
  • Facebook
  • Pinterest
  • YouTube Shorts
  • Organic Social

Website & Ecommerce

  • Homepage Hero Banner
  • Collection Banners
  • Product Detail Pages (PDP)
  • Bundle Landing Pages
  • Product Videos
  • Product Education Sections
  • Before & After Sections
  • Lifestyle Photography
  • Feature Graphics

Paid Advertising

  • Static Ads
  • Carousel Ads
  • Collection Ads
  • Video Ads
  • UGC Ads
  • Founder Ads
  • Product Demo Ads
  • Bundle Ads
  • Before & After Ads

Email & SMS

  • Campaign Graphics
  • Product Launch Graphics
  • Bundle Promotion Graphics
  • Newsletter Assets
03

Hero Campaign

Hero Campaign

Larger Than Life

Creative Direction: Roland Banks

View Roland Banks’ Creative Deck

Campaign Objective

Create a cinematic hero campaign that positions Silkening Mist as an iconic beauty product while establishing the premium identity of FEMME Hair Care.

Deliverables

Video

  • 1 Hero Campaign Video (“Larger Than Life”)

Campaign Photography

  • Campaign visuals of Jayda Cheaves
  • Campaign visuals of Cliff Vmir
  • Campaign visuals of Jayda & Cliff together
04

Jayda Cheaves UGC

Creative Direction

Jayda represents the consumer.

The content should feel like she's sharing one of her real beauty secrets with her audience.

Think:

Beauty influencerGRWMFavorite productsNative TikTokAuthenticConversational

Natural delivery is encouraged. Avoid sounding scripted.

01

Video 1

"I Literally Don’t Straighten My Hair Without This"

Objective

Position Silkening Mist as an essential part of Jayda’s everyday hair routine.

Script

HOOK

“Y’all... I literally don’t straighten my hair without this.”

(Holds up Silkening Mist.)

“Whether I’m getting ready for a shoot or just doing my hair at home, this is always the first thing I reach for.”

(Sprays Silkening Mist throughout her hair.)

“It leaves my hair so silky, so smooth...”

(Runs a flat iron through one section.)

“...and just look at the shine.”

(Runs fingers through her hair.)

“I’m obsessed.”

(Hair flip.)

“If you’ve been wondering how I get my hair looking like this... this is one of my secrets.”

Shot List

0/9
02

Video 2

"Come Do My Silk Press With Me"

Objective

Show Jayda’s real silk press routine while naturally introducing both Silkening Mist and the FEMME Silk Presser.

Script

HOOK

“Come do my silk press with me.”

(Holds up Silkening Mist.)

“I always start with Silkening Mist.”

(Sprays product throughout her hair.)

“Then I brush it through...”

(Brushes hair.)

“...and then I go in with my flat iron.”

(Picks up the FEMME Silk Presser.)

“Well... today I’m using the FEMME Silk Presser.”

(Turns it on. The iron vibrates.)

“Wait... did y’all hear that?”

(Laughs.)

“Okayyy... I was not expecting that.”

(Straightens one section.)

“Look how smooth that is.”

(Runs fingers through hair.)

“And the shine? Every. Single. Time.”

Shot List

0/12
03

Video 3

"The First Time Cliff Used This On My Hair"

Objective

Tell the story of how Jayda was introduced to Silkening Mist.

Script

HOOK

“I still remember the first time Cliff used this on my hair.”

(Holding Silkening Mist.)

“We were getting ready for a shoot, and before he even picked up the flat iron, he sprayed this all over my hair.”

(Cut to spraying product.)

“When he finished, I literally couldn’t stop touching my hair.”

(Runs fingers through hair.)

“It felt so soft, so silky... and the shine was insane.”

(Smiles.)

“Ever since then, it’s been part of my routine.”

“Now I totally get why he swears by it.”

Shot List

0/8
04

Video 4

"The Routine"

Objective

Introduce the Silk Press System™ as Jayda’s complete silk press routine.

Script

HOOK

“Whenever I want my hair looking like this... this is my routine.”

(Shows all three products.)

“First, I go in with Silkening Mist.”

(Sprays product.)

“Then I straighten my hair with the FEMME Silk Presser.”

(Straightens hair.)

“And I always finish with Top Coat.”

(Applies Top Coat to smooth flyaways.)

“It gives my hair that final polished look without feeling heavy.”

(Runs fingers through hair.)

“If you want silky, smooth, glass-hair... these three together are everything.”

(Holds all three products.)

Shot List

0/9
05

Cliff Vmir UGC

Creative Direction

Cliff represents expertise.

Founder.Celebrity Hairstylist.Product Creator.

His content should educate while remaining conversational and approachable.

Featured talent:Jayda will be featured as Cliff's client throughout these videos — appearing on camera while he's talking, demoing, and styling.

01

Video 1

Founder Story

Objective

Share why Silkening Mist was created.

Script

HOOK

“One thing about me... I’m not doing a silk press without this.”

(Holding Silkening Mist.)

“I created Silkening Mist because I wanted one product that became the foundation of every silk press.”

“I’ve used it on thousands of clients, and I still use it every single day.”

“If you want silky, smooth hair... this is where it starts.”

Shot List

0/5
02

Video 2

Product Demo

Objective

Show exactly how Cliff uses Silkening Mist.

Script

HOOK

“Let me show you exactly how I use Silkening Mist.”

“I always start by spraying it evenly throughout the hair.”

(Applies product.)

“Then I brush it through.”

“Now we’re ready to silk press.”

(Uses Silk Presser.)

“Look at that finish.”

Shot List

0/4
03

Video 3

Product Education

Objective

Educate consumers on why Silkening Mist is an essential first step.

Script

HOOK

“The biggest mistake people make before a silk press...”

“...is skipping this step.”

(Holding Silkening Mist.)

“This is what preps the hair before styling and helps create that silky, smooth finish.”

“Every silk press starts here.”

Shot List

0/4
04

Video 4

The Silk Press System™

Objective

Introduce the complete Silk Press System™.

Script

HOOK

“People always ask me how we get hair looking like this.”

(Shows all three products.)

“It’s not just one product.”

“It’s a complete system.”

“Silkening Mist.”

“Silk Presser.”

“Top Coat.”

“Three simple steps for one flawless silk press.”

Shot List

0/5
06

Campaign Photography

Jayda

Individual Product Photography

Capture Jayda holding:

Products

0/3

Bundle Photography

Capture Jayda holding:

Bundle

0/1

Lifestyle Portraits

Capture clean beauty portraits that can be used for:

WebsitePaid AdsSocial MediaEmailSMSLanding Pages

Compose images with clean backgrounds or intentional negative space to allow room for headlines, testimonials, product callouts, and promotional messaging.

Before & After Assets (Jayda)

Silkening Mist

Before

Capture

0/3

After

Capture

0/6

Top Coat

Before

Capture

0/2

After

Capture

0/5

Silk Presser

Capture

0/5
07

BTS & B-Roll

Capture continuously throughout the production day.

Jayda

Capture

0/8

Cliff

Capture

0/5

Product B-Roll

Silkening Mist

Capture

0/4

Silk Presser

Capture

0/3

Top Coat

Capture

0/5

Silk Press System™

Capture

0/4
08

Creative Notes

The Hero Campaign should feel cinematic, luxurious, and editorial.

The UGC content should feel native to TikTok, authentic, conversational, and relatable.

Every photo and video should be captured with flexibility in mind for use across website, ecommerce, paid media, social media, email, SMS, and future marketing campaigns.

The objective is to leave production with a complete content library that supports both brand storytelling and performance marketing, while reinforcing two key messages:

01

Silkening Mist is FEMME's hero product.

02

The Silk Press System™ is the complete routine for achieving silky, smooth, glass-like hair.

09

Production Checklist

Hero Campaign

0/4

Jayda UGC

0/4

Cliff UGC

0/4

Jayda Photography

0/7

Product B-Roll

0/4

Behind the Scenes

0/4

Final Deliverables

0/8