No bad hair days
Conair launched two new Wet-to-Dry stylers and needed four fresh spot ideas, on a tight timeline, that explained the tech fast, felt modern, and spoke to a younger beauty audience.
People didn’t really get how “wet to dry” worked, or assumed it would fry their hair.
So every concept needed to show one thing clearly:
Wet → Dry → Styled. One tool. No extra steps.
And it had to feel TikTok-native, fast, and fun.
In just two days, we shot everything - holiday and evergreen content, product photos, and social stills with talent.
My role involved art direction, concepting, scriptwriting, storyboarding, look & feel, motion direction
This project brought together everything I love as an Art Director, turning real insights into clear, simple concepts, blending beauty aesthetics with functionality, and writing modern, human, visually driven scripts. It reaffirmed my belief that great beauty advertising should deliver clarity, transformation, and ease.
Agency - Wellcom Worldwide
