Garnier set out to drive awareness of its Sleek & Shine line through a 360° campaign reaching Gen Z and Latinx consumers with social-first storytelling and an on-the-ground Texas activation. BDG created a bilingual video series rooted in Latin-Texan culture and the everyday realities of heat, humidity, and style pride. Featuring real locals in three distinctly frizz-prone moments — a football tailgate, a family asada, and a night out dancing — the content demonstrated how Sleek & Shine keeps hair smooth no matter the environment or situation. The campaign extended IRL with a football-inspired salon takeover where guests experienced the frizz-proof lineup firsthand, enjoyed live styling, and captured shareable moments that turned the event into a celebration of shine, culture, and community.