The Renatural

Beauty campaigns tend to treat one shade as the default and everything else as a variation. The Renatural, a Brooklyn beauty-tech company that makes human-hair wigs with robotics, called for the opposite: six shades of wig cap, cast across six models, with no default.

As production partner on the relaunch of the viral Wig Fix and the upcoming Signature Wig collection, we led creative direction, art direction, production management, and videography. The Wig Fix, a patented grip that secures a wig without glue, clips, or tape, set the first challenge. Clear silicone has no color of its own, so the edge had to do all the work. We tested how to light it, how to hold it, and where that edge should land before booking a shoot day.

Production ran over two days at the atelier in DUMBO, tabletop product first and then the models, with hair, makeup, and wardrobe planned shade by shade. In post, every cap was color matched against the physical samples, so what appears on the site is what arrives at the door. The work delivered 68 retouched stills, 12 short product-page clips, and a behind-the-scenes film.