Virtue Labs is a revolutionary hair care brand with a very special ingredient, Alpha Keratin 60ku®. This breakthrough ingredient is a proprietary hair-healing protein clinically proven to transform hair into its healthiest version in as few as five uses. The brand approached Social House, Inc. to create content for their launch campaign to introduce their newest and most innovative product, Colorkick. When conceptualizing the content for this campaign, we thought it most important to showcase the professional product being used by real life, top-tier Colorist. Based on this idea came the concept, ‘Beyond Color’.