Creative direction behind
Xtreme Gel's identity
With Xtreme Gel, we leaned into a simple truth: hair tells the real stories. Instead of selling perfect looks, the campaign celebrates the messy, funny, unapologetic moments that shape our identity. Bold visuals, candid/lifestyle photography, attitude-driven copy turn every wild curl and “pelo parado” into a badge of personality — proving that when your hair goes extreme, your stories do too.
The campaign reframed gel not as a cosmetic tool, but as a storytelling device by celebrating chaos, humor, and authenticity of real hairstyles in Puerto Rico. Xtreme Gel becomes more than a product — it becomes the narrator of your life's most unfiltered moments.
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