The Challenge: ghd wanted a global brand campaign that did more than raise awareness for breast cancer charities. It needed to raise money and tell a story that felt genuinely human rather than cause-marketing. London agency Southpaw developed the concept and brought Big Teeth in to make it real.

Our Approach: The film centers on Chicago tattoo artist David Allen, known for his cover-up tattoos for women who've had mastectomies. We spent three days at his studio documenting his relationship with Grace, a breast cancer survivor whose tattoo appears on ghd's Ink on Pink straightener. During filming, Molly, another survivor, received her first tattoo from David. We were there for that moment. Shot as an intimate documentary, the film follows grief, healing, and the unexpected connections that come from both.

The Result: The most successful campaign in ghd's history of supporting breast cancer charities. The film ran in all major global markets and generated coverage in Vogue, Glamour, Vanity Fair, and BBC broadcast. The campaign raised £750,000 for breast cancer charities and drove a 93% increase in brand awareness for ghd.