In 2016 Johnson & Johnson launched a robust brand campaign for its anti-hair loss product Regaine (known Rogaine in some markets). As one o the only products scientifically proven to work in a market segment flooded by competitor products with no effectiveness, Regaine reached out to my team at VICE to create and produce a digital campaign that would cut through the noise. Confident in the product's functionality, the digital team and brand team at Johnson & Johnson took the bold step in trusting us to change the way such products are generally communicated: Lots of dry graphs, questionable paid-for testimonials, and big promises with a lot of print.