
The
Project:
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.
Like what you see & want some more? Browse our work by category.

Credits:
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
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
Special thanks to the Lombardo family and the Weingart family.














