New Yorkers lose up to 400 million hairs every day.
To launch K18's new longevity serum that helps hair retention,
we wanted to turn an invisible number into something New York couldn't ignore.
A giant hairball.
Within minutes the unsanitary ball created a viral outbreak online.
CCO: Sam ShepherdCreative Direction: Lauren Cooper and Cara JohnsonArt Direction: Mollie BondCopywriter: Jacques Wortsman