Erasing hair damage is hard, especially when the products that promise to fix it often leave hair oily and heavy. Borrador de Daño Oil Control was Garnier LATAM’s biggest launch of the year, and our challenge was to create a campaign as powerful and innovative as the formula itself.

Shot in the Nong Chok district near Bangkok, Thailand, this production gathered an international crew of experts who flew in from across the globe. After seven months of pre-production and endless hours under the most unforgiving sun (and a jet lag I’ll never forget), I learned firsthand that hair-care commercials are anything but “easy.”

As Creative Director, I oversaw every creative decision, from sketching each hair shot and defining the visual language, to crafting the look & feel of the campaign across TV and digital and helped originate and shape the ideas behind the content itself.

I also designed the set from scratch: an open-air urban park built with translucent acrylic structures to mirror the product’s clean, lightweight technology and highlight its signature transparency. What started as “just a shampoo commercial” became one of the most ambitious beauty shoots of the year: a true global collaboration, all for the love of beauty.