Bringing the Heat: Price Attack’s ‘Salon Confidential’ Launch
A+B & Gorilla Productions Team Up for a Bold Hot-Tool Campaign
When Price Attack set out to launch their in-house hair tool range, Salon Confidential, they needed a campaign that would capture attention, feel fresh, and elevate their brand’s presence in the competitive hot-tool market. With a modest budget but a clear vision, they entrusted Anniss+Barton to bring their new product line to life.
The result? A visually striking, high-impact campaign that not only aligned with the Price Attack brand but proved that, with the right team and preparation, you can achieve outstanding creative execution without a blockbuster budget.
Produced Under Lockdown: A Challenge & A Triumph
This campaign was produced in the first few months of 2021, deep inside Melbourne’s COVID-19 lockdowns and restrictions. With strict protocols in place, the team had to adapt quickly to evolving safety measures, ensuring a seamless production while maintaining a COVID-safe environment.
Despite these challenges, the production ran smoothly, and the outcome was a testament to the resilience and adaptability of everyone involved.
The Creative Vision: A Girl, A Tool, A Transformation
The Salon Confidential range—featuring professional-grade straighteners and a hair dryer—was positioned as a mid-range competitor to high-end brands like EVY Professional and Muk. The goal was to shift consumer perceptions, reinforcing that performance doesn’t always come at an extreme price point.
Inspired by Price Attack’s evolving brand direction, the campaign focused on a clean, modern aesthetic:
• A single talent, four transformative looks – showcasing the versatility of the tool.
• A dusty pastel pink backdrop – a nod to the brand’s identity, offering a fresh, fun, and vibrant feel.
• Energetic, modern motion techniques – quick cuts, smooth transitions, and a bold, engaging style.
• Cheeky, confident tone – aligning with Price Attack’s high-street consumer base.
From pre-production to post, every choice was made to craft a campaign that felt premium and accessible—without unnecessary complexity.
Execution: Maximising Impact on a Smart Budget
With a tight timeframe and budget, A+B and Gorilla Productions had to ensure every detail was sharp and efficient.
The campaign was produced entirely in-studio at HELL Studios, streamlining costs while allowing full creative control. The team delivered a series of stills and videos, optimized for digital advertising, social media, and in-store marketing.
The Deliverables:
✅ 30-45 sec hero video (multi-format for web and digital)
✅ 15-sec cutdowns for social media
✅ 8-10 Press-Ready Stills (for in-store POS & marketing)
✅ 30-sec Voiceover for Video & Radio
Leveraging a tight-knit, expert team—including POET from Giant Management and makeup by Shev Kelly—the shoot moved seamlessly, producing high-end visuals that delivered on both quality and brand positioning.
While bigger budgets always allow for grander executions, this project was a perfect example of how strong pre-production, the right talent, and a focused creative vision can produce outstanding results.
A Brand in Transition: Aligning with Price Attack’s Future
At the time, Price Attack was in an evolution phase—balancing their existing high-street clientele while stepping toward a more modern, fashion-forward identity. Their marketing team sought to bridge the gap between mass appeal and a more luxurious aesthetic, ensuring the campaign felt both aspirational and approachable.
This launch played a role in that transition. While Salon Confidential as a sub-brand no longer exists in 2025, the Salon Confidential campaign remains an example of how smart creative execution can elevate brand perception, engage the right audience, and drive meaningful impact.
Final Thoughts: Creativity Over Budget
This project reinforced something we believe in deeply at A+B:
💡 Great creative isn’t about budget—it’s about vision, execution, and the team behind it.
With a bigger spend, we could have gone even further. But the strength of this campaign lay in its ability to deliver high-end results within constraints—a challenge we thrive on.
The Salon Confidential launch stands as proof that, with the right people and the right approach, you can create magic. 🔥
Looking for a team to bring your brand vision to life?
Get in touch—we’d love to create something bold for you.
📩 info@annissbarton.com.au
At Anniss+Barton, we’re committed to crafting visual narratives that spotlight the unique stories of brands and individuals alike. If you’re ready to bring your own creative vision to life, we’d love to hear from you.
📩 Ready to collaborate? email here