Casting process was the most important part of the campaign because we cannot manufacture or underestimate the role of hair in the trans and gender non-binary communities. The casting process was rigorous and a complete 180 degree change for how Pantene normally casts. As a hair care brand, casting is usually centered around hair type. In this process,however, we used a combination of questionnaires, self tapes and interviews to find our cast. Questionnaires spanned topics like “do you love your hair in its current state?”, “what is best hair day”. The emotional attachment and journey with hair was center stage and aligned with Pantene’s new mission: “better hair days for everyone”.