“Haireditary” ‘30 - Ad Campaign
Art Direction, Design
I art directed this campaign in collaboration with director Danny Sangra and copywriters for HIMS, a leading brand in men’s wellness, which has served over 1 million customers nationwide. The concept plays on the idea that just because the men in your family have lost their hair, you’re destined to lose it too. Centered around the family portrait, the spot speaks to the belief that genetics dictate your future—before taking a decisive turn to show that your hair destiny is yours to choose.
During development, I worked alongside copywriters while building the visual language, researching references and using AI technology to create images that emphasized the idea of inherited patterns—while ultimately highlighting how, with Hims, even someone with the same genes can have a different outcome. The commercial is strong, with a subtle sense of humor, and delivers a bold message.
Creative Pitch Deck