The idea was to create something visually striking, but effortlessly simple.

In beauty, people tend to respond best when they can see themselves in the content — their hair, their routine, their reality. But without the budget to represent a wide range of hair types authentically, using hair risked doing the opposite and limiting relatability.

So instead of showing hair at all, I removed it entirely.

The solution was to use an everyday material — flowing craft paper — to mimic the movement of hair. It allowed us to demonstrate the turning barrels and airflow in a way that was visually clear, ownable, and instantly understandable.

The result was a distinctive visual that stood apart from both competitors and traditional beauty content, while still communicating the core product benefits.

My role: Developed the concept and led creative direction, pushing for a non-traditional execution that translated better to social and clearly demonstrated the product’s technological advantage.

Impact: The first edit reached 2.8M views, with a second version hitting 5.3M on Instagram.