Commercial Case Study
WALMART X RADICALMEDIA X DEAN BANOWETZ
Dean Banowetz, Hollywood Hair Guy® was selected by RadicalMedia to lead the hair department for Walmart’s award-winning “WhoKnewVille” holiday campaign.
OBJECTIVE
The WhoKnewVille campaign for Walmart, produced by RadicalMedia, was primarily aimed at U.S. holiday shoppers, especially families, deal-seeking consumers, and younger online buyers during the Black Friday and Cyber Monday retail season.
APPROACH & EXECUTION
As Key Hairstylist for Walmart’s “WhoKnewVille” holiday campaign, Dean Banowetz, Hollywood Hair Guy® coordinated the styling for more than one-hundred-nineteen custom wigs and hairpieces, ensuring creative consistency across every character and market variation.
Working closely with his team, Dean oversaw the approval process for all looks and handled on-set adjustments and last-minute refinements to maintain continuity. Many of the elaborate styles featured wire-caged structures to achieve dramatic silhouettes—such as heart shapes and towering designs—crafted from both synthetic and human hair.
The hair direction combined whimsical Seussian fantasy with modern influences, reflecting categories like Tech Whos, College Whos, Fashion Whos, and Brand Whos.
RESULT
The result was a vibrant, imaginative world that brought the new “WhoKnewVille” characters to life through bold shapes, rich textures, and vivid color, while meeting the creative demands of a multicultural U.S. audience across multiple platforms.
FACTS & STATISTICS
119
Wigs and Hair Systems
9
Hair Team Members
Eco-Conscious Practices: Any hair cut from one of the styled wigs was used to build all the men’s hair pieces.
IMPACT
Blending emotional storytelling with omnichannel retail performance, the campaign drove measurable engagement, brand lift, and holiday commerce growth at scale.
9
YouTube Views
82
Brand Recall
57
Store-Fulfilled Orders
44
Under-3-Hour Deliveries
AWARDS & PRESS
Dean Banowetz and his hair team won the 2025 Make-Up Artists & Hair Stylists Guild Awards for Best Hair Styling for Commercials and Music Videos WALMART “WhoKnewVille” Holiday Campaign (multiple platforms).
CONTACT
Booking Inquiries: team(at)hollywoodhairguy(dot)com
