Hot Curl Summer

Project Overview

Everyone knows Hot Girl Summer. TRESemmé wanted to own curls, so we gave the meme a subverting twist and a leading man. Internet heartthrob Belmont Cameli fronts the launch of the Bouncy Curls Collection in a film that starts in the shower and ends with George Michael's "Freedom". Launched summer ‘26, the campaign racked up over half a million shares and 18 million views in a few hours on Instagram alone, sending feeds and Reddit into a fan frenzy. All of this immediately translating into a huge sales uplift before any paid media had even begun. The wider campaign was shaped with TRESemmé's Curl Collective of creators and stylist Justine Marjan, then brought to life at the Bounce Summer Club pop-up in Brooklyn.

Proof that a hair product campaign can behave like a true internet moment.