Silki: A 228-Screen Transformation

Shark's first London Underground advertising placement ran across 228 screens at Farringdon, Liverpool Street East, Oxford Circus and Bond Street East. The campaign follows a wet-to-dry, curly-to-straight hair transformation along the screen banks.

The sweeping hair concept developed in conversation with producer Alice Lupton. Will Simpson created the visuals from start to finish, combining product photography, generated hair textures and animation in After Effects.

Each escalator needed its own treatment. The hair sweep follows the direction of travel, while the lettering is angled to read straight as passengers move past. A six-screen repeat gives the brand message enough time to register before the sequence begins again.