Beauty / news
Ouai Launches Slasher-Comedy Web Series 'Chopped' Starring Victoria Pedretti
P&G-owned hair-care brand Ouai has launched a three-part slasher-comedy web series called Chopped, starring Victoria Pedretti, as it bets on long-form cinematic content.
Chopped was shot at Ouai's Los Angeles offices and directed by Fidel Ruiz-Healy. Pedretti, known for The Haunting of Hill House and Netflix's You, leads the series.
The project took nearly a year to complete. Ouai treated the production with the care of a Hollywood film, from the acting to the score, and the result is intended to feel closer to a blockbuster trailer than a standard hair-care campaign.
Amanda Martinez, VP of brand marketing at Ouai, said the brand took the work seriously. She said that as AI becomes more common, consumers are looking for creative, authentic content they can trust, and they will engage with either lo-fi or high-production work if it feels genuine.
Ouai is positioning long-form digital content as a counterweight to AI-generated material, which Martinez linked to audiences seeking a different kind of authenticity. The launch comes as brands explore longer-form content, with Ouai saying it is not alone in that move.
The series marks a contrast with short seasonal social campaigns and uses entertainment-style storytelling in a hair-care marketing push.