Catwalk by Tigi has retained Lean Mean Fighting Machine as its creative and digital agency, with its first campaign for the brand launching during London Fashion Week.
The first campaign for the hairstyling brand by the agency, SprayCam, sees tiny cameras mounted on Catwalk by Tigi hairspray cans, with the depression of the spray pump acting as the trigger for the camera's lens.
The campaign looks to document behind the scenes of the fashion season from the perspective of Tigi's style team.
Steve Parker, head of planning at Lean Mean Fighting Machine said: "It's a pleasure to be working with a client with the creative pedigree of Catwalk by Tigi. We're looking forward to helping them inspire both stylists and their fashion conscious customers.
"Starting with SprayCam, a unique way of bringing to life the craft that goes into the work of the Catwalk by Tigi creative team, we will strive to produce campaigns that cement Tigi's brands as the first choice for salons."
Lean Mean Fighting Machine will manage day-to-day social media presence across channels including Facebook, Instagram and Pinterest.