New Supercuts work from 72andSunny LA

Leading salon brand Supercuts, unveils their new brand platform, “It’s not just any haircut, it’s Supercuts.” 

In a cross-channel partnership with creative agency 72andSunny Los Angeles and media agency Assembly, the brand leans into the equity of their name and humorously showcases intense moments where individuals show up confident and looking good (with a new haircut of course!), even in the midst of high pressure situations. 

Director Conor Byrne was enlisted to create a cinematic feel to each high pressure scenario portrayed in three :30 films.

Throughout each film, the main character is cool, calm and confident knowing that when choosing Supercuts they’ll get in, out and back to the real-world with time to spare... And look good while doing it.

Flaunting a new modern visual style, the team also worked with photographer duo JUCO to develop a fresh take on the standard hair portrait which will be featured in all Supercuts salons across the US. The combination of the brand's poppy colours with animated expressions allowed us to capture the feeling of confidence a fresh Supercut gives you, while also making the haircut the ‘hero.’

Melissa Amponsah, VP/Head of Marketing, Supercuts  says: “Supercuts has the highest brand awareness of any brand in the hair salon space, yet the brand remains profoundly misunderstood in culture. We have a satisfied, loyal customer base who choose us for our convenience, our value and the confidence they have in our talented stylists. ‘It’s not just any haircut, it’s Supercuts’ pulls together all of the attributes that together separate Supercuts from any other salon choice in a way that’s relatable, can’t be replicated and allows us to share our story with those who both know and choose us, and those who don’t yet know us properly.”