Hair with a History
A self-initiated campaign concept for WishCare’s Deep Moisture range. Dryness as history, not failure: four statics and a five-slide carousel.
- Brand
- WishCare
- Year
- 2026
- Type
- Self-initiated concept
- Category
- Personal care
- Role
- Strategy, research, concept, copy, art direction, layout, production
- Output
- 4 statics + 5-slide carousel (4:5, 1080×1350) — 9 creatives
What’s real / what isn’t
Real
- WishCare and its Deep Moisture range.
- The strategy, copy, layouts, four statics and five carousel slides.
Not real
- This work was not commissioned, affiliated with, approved or endorsed by WishCare.
- Nothing ran. No hair results or paid-media outcomes are claimed.
9 creatives, in the order they run
The hero sets up the idea. The sheet shows how it carries through the campaign.
Select any frame to inspect itA history in four objects
One telling object, one moment in the history of hair.
The Long Story Every Wedding That Colour The Commute
How old are your ends?
The strand line carries the story into the routine.
How old are your ends? Hair grows from the root The oldest hair you have Weddings, colour, helmets, monsoons A routine for hair with a history
The thinking
Brief (self-set)
Prove a second category with a real brand's constraints: use only claims on WishCare's official product pages, show no hair results, never redraw a pack.
Research
A review of WishCare’s Meta Ad Library found a largely product- and claim-led pattern. That informed the decision to build a more narrative system around the Deep Moisture range.
Originality check
First idea "Day Three" dropped before production — WishCare already owns "100 hours" / "best hair day, on repeat".
Insight (hypothesis)
Your ends are the oldest hair you have: hair grows from the root, so the lengths have lived through every wedding, salon colour, helmet ride and monsoon.
Strategy and idea
Idea / device
Dryness as history, not failure. The strand line: one thin teal line from a root dot to the tip with evergreen labels (Today · Helmet days · Monsoon frizz · Wedding season · Festive styling · That colour · The tips); the product always at the tip.
Creative direction / system
Art direction
Objects only — no people, no hair models, no before/after. One telling object per still life, one soft key light; teal from the pack is the only accent.
System
WC-S01 The Long Story (whole history, full routine) · WC-S02 Every Wedding (mask) · WC-S03 That Colour (shampoo) · WC-S04 The Commute (leave-in) · WC-C01 How Old Are Your Ends? (teaches the routine order).
Process and production
Tools and contribution
Official WishCare pack images and logo · Inter Tight + Inter (live type) · layouts built in code with Claude's help
Image direction
The campaign combines still-life scenes with official WishCare pack assets. The concept, copy, art direction and layouts were developed as a self-initiated portfolio project.
Decisions: what I cut and why
Quality control
S01 v01 rejected (washed-out, floating packs; tub covered the shampoo's text) → v02 rebuilt integration only. Later: pack integration was refined across the statics; S03 strand line rerouted (v2).
Role, deliverables and credits
Role
Strategy, research, concept, copy, art direction, layout, production
Deliverables
4 statics, 5 carousel slides
Outcome
Nothing ran.
There are no results to report. These are self-initiated concept campaigns, not client commissions.
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