Stereotypical women have been the image of hair products for centuries. It was time to show the world anyone can iron their hair, no matter their gender.

ATMA wanted to create a campaign capable of increasing their hair straighteners' sales without stereotyping women. That's why we chose to focus our communication efforts on a group of women and men that have been constantly overlooked—the trans community. Demonstrating that the people who transition are new to their hair and eager to style their true-to-their-heart selves.