Oribe

Gold Lust: Golden Hour, Every Hour
 

Studio At Large led the creative direction for Oribe’s 2023 Gold Lust campaign, Golden Hour, Every Hour. Our concept positioned the Gold Lust Collection as the cornerstone of radiant, resilient hair — effortless beauty at any hour. At the heart of the campaign was the launch of the Gold Lust Dry Heat Protection Spray, which reimagined heat styling as a luxurious act of restoration rather than routine. This category-defining innovation protects dry hair from heat up to 450°F while replenishing softness, shine, and strength. From concept to execution, Studio At Large shaped a campaign that brought timeless glamour into the everyday, inviting consumers to step into their own golden hour — whenever they choose.