The Idea

Hair oil is usually sold on outcomes. Shine, growth, repair, length — the before and after of a strand, photographed close.

The Everything Oil is scented with jasmine, which ties directly to the brand's South Asian roots. The easy version of this campaign leans entirely on that heritage and speaks to the people who already recognize it. We wanted the root without the ceiling: keep what the scent means, and open who it's for.

So the campaign went at hair care as ritual rather than as product. Everyone has a version of this — a routine done alone, in the same way, that has more to do with comfort than with results. And scent is the sense that does memory best. It skips the thinking part and puts you somewhere you've already been.

The Work

I directed the film around three characters, each moving through a quiet, intimate moment of self-care. As they apply the oil, each is taken back to a memory — a time they felt calm, seen, or at peace.

The film sits on that intersection between past and present, which is where the product actually lives. Routine becomes ritual, scent becomes memory, and the oil is the thing that opens the door rather than the thing being demonstrated.

Three characters rather than one was the decision that made the idea work. A single story would have read as one person's nostalgia — and specifically, given the jasmine, as one culture's. Three separate lives arriving at the same feeling makes the claim the campaign is actually making: that this belongs to everyone, and it belongs to each of them differently.

The Result

Three Vogue features, and the most viewed video on the brand's page.

Hair Holds Memories stopped being a product launch somewhere in the making of it. What it ended up saying is that caring for your hair is a way of returning home to yourself — and that's what got picked up and written about, rather than the oil's ingredient list.