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ghd "My Tatoo, My story"

Documentary, Social Good, Brand Film


The ghd "My Tattoo, My Story" campaign focuses on Chicago tattoo artist David Allen, and his acclaimed cover up tattoos for women who have had mastectomies stemming from breast cancer. David partnered with ghd to feature his artwork on one of ghd's hair straighteners to raise money for Living Beyond Breast Cancer, a breast cancer non-profit organization. 


London ad agency Southpaw developed the concept with ghd and brought Big Teeth in to bring the campaign to life, detailing the story of Grace, a breast cancer survivor, who's tattoo artwork can be seen on the ghd Ink on Pink straightener. The story also features Molly, a breast cancer survivor who received her first tattoo from David Allen during our filming. 


The project was shot over a three day period on location at David Allen's studio, to give a glimpse into the lives of David and Grace, and their now life-long connection through grief and rebirth, reminiscent of the floral tattoo patterns David is known for. The global campaign can be seen in all major markets with featured stories in Vogue, Glamour, Vanity Fair, BBC broadcast, and many more.



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Client: ghd

Agency: Southpaw

Creative Director: Glenn Smith

Creative Producer: Sam Jones

Senior Account Manager: Zara Camble

Tattoo Artist: David Allen

Starring: Grace Lombardo

Featuring: Molly Weingart

Director: Elise Jaffe

Producer: Mike Trivisonno

DP: Patrick Lewtschanyn

Photographer: Kirsten Miccoli

Gaffer: Ryan Kolegas

Grip: Sean O'Leary

Makeup: Kate Johnson

Wardrobe: Jessica Sheehan

GHD Hair Stylist: Christina McCarver

Production Coordinator: Shivani Goel

Production Assistants: Jackie Frole, Colin Boie

Photography Assistants: Kassi Cork, Stephen Sloan

DIT: Bryan Ward

Digital Creative/Editor: Liam Hayes

Designer: Ben Kemp

Retouching & Artwork: Scott Wackett

Special thanks to David Allen, Grace Lombardo, the Lombardo family, Molly Weingart, and the Weingart family. 

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