In a dynamic blend of music, content, and self-expression, Wavemaker and Schwarzkopf, the Henkel-owned global hair cosmetics brand, have teamed up with TikTok to launch the bespoke content series Schwarzkopf LIVE Colour Sound Studio.
Rolling out across Australia and New Zealand until the end of December, the TikTok series embodies Schwarzkopf’s mission that “life is better when it’s lived to its full expression,” encouraging Australians to bring their most authentic selves to every event.
The content series spotlights rising artists Kitty Rae and Xanu as they each write and produce a Bespoke LIVE Colour original song inspired by confidence and living life in full colour. Through their unique stories of self-expression, the series not only highlights Schwarzkopf LIVE Colour’s deep ties to the music world but also champions emerging talent by providing visibility and a platform for grassroots artists.
@kittyraemusic What does living life in FULL COLOUR mean to you? I’m partnering with Schwarzkopf LIVE Colour to turn that inspiration into a song! Follow my journey as I write, record, and produce this new track. Stay tuned! @Schwarzkopf Live Colour #LiveColour #Schwarzkopf #PinkHair #HairTok #HairTransformation #MusicJourney #LiveInFullColour ♬ original sound – Kitty Rae
In collaboration with We Know Video, Wavemaker has crafted a mix of long-form content and short-form videos – including Trailers, Before & After transformations, and How-To segments – blending high-production polish with TikTok’s raw, UGC-style energy. Sound Studio content also extends across Instagram, Facebook, and YouTube Shorts, broadening reach and building excitement around the series, supported by a robust media plan.
“This campaign highlights Wavemaker’s commitment to identifying fresh, exciting ways to connect with audiences and deliver campaigns that truly stand out. There’s no better way to embody the concept that life is better when lived to its fullest expression than through music, where self-expression is ever-present. Partnering with TikTok provides the ideal platform to engage our core audience and connect with their passion for self-expression, and we couldn’t be more thrilled to bring Schwarzkopf LIVE Colour’s vibrant vision to life in such a fun, dynamic way,” said Jayden Harris, director of content and partnerships at Wavemaker.
“We’re excited to launch the Schwarzkopf LIVE Colour Sound Studio, a campaign that truly embodies our vision for fearless self-expression. We’re thrilled to partner with TikTok, a platform that’s not just about content but about community, creativity, and celebration – values that align perfectly with our strategy. As one of the first brands to create a long-form content series on TikTok, we’re amplifying the voices of rising artists like Kitty Rae and Xanu, each bringing unique stories of self-expression that inspire us all to live boldly and colourfully every day. A huge thank you to Wavemaker, TikTok, We Know Video, and all the creators who have helped bring this journey to life,” said Chalinee Na Pattalung, brand manager at Schwarzkopf Colour ANZ.
“This project was a fantastic opportunity for We Know Video to showcase our ability to take a campaign from concept through to final delivery, leveraging the expertise of our in-house production team. By seamlessly connecting creative thinking with production execution, we streamlined the process, stretched budgets further, and elevated overall production value – all while crafting content that felt natural and true to the artists, blurring the line between storytelling and advertising,” said Jack Shanahan, GM & founder at We Know Video.
CREDITS
Client – Henkel Australia
Brand Manager, Schwarzkopf Colour ANZ: Chalinee Na Pattalung
Assistant Brand Manager, Henkel Hair Portfolio ANZ: Tanya Navin Kohli
Marketing Manager, ANZ: Aurelia Gombert
Media, Content & Partnerships – Wavemaker
Content & Partnership Director: Jayden Harris
Content & Partnership Associate Manager: Daniella Kinda
Content & Partnership Coordinator: Kim Relph
Chief Content & Partnership Officer: Shivani Maharaj
Client Lead: Sophie Stubbert
Client Partner: Susie Si
Performance Associate Director, Wavemaker: Hemanshita Purohit
Performance Associate Manager, Wavemaker: Anjali Ahuja
Partner – TikTok
Client Partner – FMCG, Auto & Beauty: Greg Jones
Client Solutions Manager: Stacia Poulos
Creative Strategist: Gemma Hewson
Head of Brand & Creative Consultancy: Ant Dever
Agency Lead: Victoria Brennan
Production & Operations Lead: Apple Stuart
Head of Global Business Marketing: Denny Handlin
Creative Agency Partner: Nick O’Donnell
Production – We Know Video
EP: Jack Shanahan
Producer: Kezia Suryaputra
Director: Jack Shanahan / Josh Favaloro
Creative: Katie Rae / Luke Brown
Cinematographer: Josh Favaloro
Editor: Luke Brown
Editor/VFX: Aidan Warner
