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.
Since 2010, David has been using art to support women affected by breast cancer to conceal their scars and is widely recognized within the medical community, working with oncologists for advice when creating these intricate designs.“I had open heart surgery when I was 9 months old – and so I was aware of scars and markings on the body. You start to know your good and bad angles – what is and isn’t comfortable. Some women have connections with different types of flowers: it can be a childhood memory for example. Women seem to attach meaning to very specific flowers. They find beauty within it whether it’s rebirth, life.”
- David Allen from ghd
Meet Grace Lombardo, the face of this year's ghd pink campaign. A 38 year old mother of three, living in Chicago. In April 2016, Grace was diagnosed with breast cancer, going through a bilateral mastectomy. A year later, she trusted David to conceal her scars. “By replacing my damaged and scarred skin with fine art, David gave me the ability to love my body.”
- Grace from ghd
Molly Weingart is a 33-year-old woman living in Philadelphia training to be a Physical Therapist. Diagnosed with breast cancer at the age of 32, Molly was tattooed by Chicago-based tattoo artist David Allen on the shoot of the ghd pink campaign. She came to the shoot with her mom Deborah, who survived from breast cancer herself, 20 years ago. “I didn’t expect or even believe that getting tattooed by David could make me feel beautiful again— it did—or that instead of feeling like a medical oddity, I would feel like I’m a walking piece of art and my body is the canvas.”
- Molly from ghd
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: Special thanks to David Allen, Grace Lombardo, the Lombardo family, Molly Weingart, and the Weingart family.