Big Teeth Documentary Finds Compassion, Joy, Through ghd’s 'My Tattoo, My Story' Global Campaign

Big Teeth Documentary Finds Compassion, Joy, Through ghd’s 'My Tattoo, My Story' Global Campaign

Media saturation is top of mind in our current climate. With endless video content being watched, shared, liked and reshared, it’s important to tell a story in a way that makes people stop and take notice. Big Teeth Films of Chicago was tasked with creating one such story with global brand ghd and UK ad agency Southpaw centered around their “My Tattoo, My Story” campaign featuring tattoo artist David Allen transforming breast cancer mastectomy scars into art.

All too often brand content is solely focused on selling rather than connecting with the audience, so what was particularly special about this filmmaking experience for Big Teeth was the trust and collaboration from their partners and client to let story lead over product.

The campaign, now live in every major global market, finds its Chicago connection by highlighting the work of local acclaimed tattoo artist David Allen. The documentary was filmed over the course of three days in December 2018 at Allen’s tattoo studio located in the Ravenswood neighborhood. The project showcases ghd’s “Ink on Pink” product line, a line of hair straighteners that donate portions of their proceeds to the non-profit breast cancer organization Living Beyond Breast Cancer.

The campaign film and documentary were directed by Big Teeth’s Elise Jaffe. “The amount of love, compassion and empathy in the room was enormous,” said Jaffe when asked about her experience directing the project. “The team behind the campaign - from ghd and Southpaw, to David, Grace, Molly and our whole crew - turned what we knew would be an incredible experience into the pinnacle of my career and, by far, the most impactful for Big Teeth in its almost 14 years. We laughed, we cried (a lot) but we all formed a bond that will last forever, which, as a brand storyteller, is something you hope viewers do as well.”

Senior Big Teeth Producer Mike Trivisonno added, “It’s not often you get to work on a client project that has the perfect balance of style and substance. Our connection to this campaign will forever go beyond just producing a brand film for a client.”

The “My Tattoo, My Story” campaign can be seen globally in major beauty publications including Vogue, Glamour, Vanity Fair, Elle and many more. It’s also set for broadcast on the BBC network. To see the films and learn more about the project visit To see the Ink on Pink ghd collection visit

Credits: Client: ghd Agency: Southpaw Creative Director: Glenn Smith Creative Producer: Sam Jones Senior Account Manager: Zara Camble Tattoo Artist: David Allen Starring: Grace Lombardo Featuring: Molly Weingart Director: Elise Jaffe Producer: Mike Trivisonno DP: Patrick Lewtschanyn Photographer: Kirsten Miccoli Gaffer: Ryan Kolegas Grip: Sean O'Leary Makeup: Kate Johnson Wardrobe: Jessica Sheehan GHD Hair Stylist: Christina McCarver Production Coordinator: Shivani Goel Production Assistants: Jackie Frole, Colin Boie Photography Assistants: Kassi Cork, Stephen Sloan DIT: Bryan Ward Digital Creative/Editor: Liam Hayes Designer: Ben Kemp Retouching & Artwork: Scott Wackett Special Thanks: David Allen, Grace Lombardo, the Lombardo family, Molly Weingart, and the Weingart family.