Only Curls x Warburtons — April Fools

Everyone's heard it. Eat your crusts and your hair will curl. For April Fools, Only Curls took the old wives' tale literally — partnering with Warburtons to launch a limited edition loaf with a very important disclaimer: curl results not guaranteed.

I created the campaign visual using AI image generation — producing a branded Warburtons pack brought to life in the Only Curls world. A tongue-in-cheek moment that leaned into the community's self-aware humour, landing the brand in an unexpected cultural conversation well beyond the beauty bubble.

Role: Creative concept, AI art direction