"My Tattoo, My Story"

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.