Baltimore Director’s 2018 L’Oréal Hair Ads Make the Cut Amid COVID-19 Roots Crisis

Little did Baltimore advertising/fashion photographer and film director Dean Alexander know how relevant this webisode campaign would become. Launched back in October 2018 on the brand’s U.S. YouTube channel, the celebrity-studded webisode series spotlights the individuality of each unique person by uniting brand ambassadors who widely span generations.  Together, they form a family: The Roots Family.

The family is aptly named, as each member has a serious root problem on their hands. There’s Maxine Roots (Helen Mirren), the forgetful and eccentric mother of Marilyn (Andie MacDowell) and Maxwell (Jonathan Saxby). Maxwell’s wife, Melinda Roots (Morena Baccarin), is a part-time philanthropist. Meredith Roots (Aja Naomi King), on the other hand, is a full-time drama queen. In addition to her penchant for dramatics, Meredith, along with her sister Margaret (Luma Grothe), is dealing with the issue of scattered gray hairs. Luckily, the family has found a magic root touch up solution that works for everyone.

Starring: Helen Mirren, Andie MacDowell, Morena Baccarin, Aja Naomi King, Luma Grothe the Hoeper twins and Jonathan Sazxby
Agency: McCann Paris
Production: Wanda Paris
Director: Dean Alexander
DOP: Ray Coates