01 — Brand partnership
Elithair x Tottenham Hotspur
Full campaign strategy, creative direction, and asset production
Partnership announcement
Lifestyle / talent series
Radio spot (9×16)
Campaign overview
Led the creative strategy for Elithair's official partnership with Tottenham Hotspur. Developed the full campaign concept, briefed a videographer, and produced all creative assets across static and video formats. Two distinct creative angles ran across Meta, TikTok, and Google Ads — a lifestyle series featuring individual talent, and a team-led brand awareness push built around the partnership announcement.
Creative angles
"Feeling great on and off the pitch"
Lifestyle series — portrait, feed, and story formats with talent in Spurs kit. Warm aspirational tone targeting hair loss consideration.
"The hairline of champions"
Team imagery with bold typographic treatment. Pure brand awareness play to announce the official partnership.
Radio spot
9:16 audio-led awareness video for TikTok and Meta Stories. Co-developed with videographer.
02 — Seasonal campaign
Winter lead generation
Multi-variant creative testing, direct response
Angle A
"Beat the Cold (and Hair Loss)"
Warm, approachable tone with a light blue gradient treatment. Playful parenthetical copy designed to disarm a sensitive subject. Featured press logo strip for social proof. Ran across portrait, story, and square feed.
Angle B
"Winter is Around the Corner"
Darker, urgency-led creative with bokeh background and seasonal framing. Higher-contrast visual treatment. "As seen in" press bar to build credibility. Designed to push consideration closer to decision.
Static ads
Both angles A/B tested simultaneously to identify whether warmth vs urgency drove lower CPL. Each adapted across portrait (4:5), story (9:16), and feed (1:1) for maximum placement coverage.
03 — New audience
Gen Z campaign
Repositioning hair loss for a younger demographic
Static ads — all three angles
Angle A
"Receding? Not the vibe."
Bold blue-to-orange gradient, oversized typography, 3D thumbs down element. Direct cultural tone that reframes hair loss as a solvable aesthetic problem rather than a medical concern.
Angle B
"More Hair. More Freedom. More You."
Before/after format with identity-led copy. Lavender palette, diverse casting, "Europe's #1 clinic" positioning. Leads with freedom and self-expression rather than loss or insecurity.
Angle C
"New Hair. Same You. Just Louder."
Streetwear aesthetic, hoodie-clad model, before/after storytelling. Istanbul location angle to add credibility and intrigue. Confidence-first framing that resonates with self-improvement culture.
Strategic intent
All three angles use culture-native language, bold visual design, and identity-positive framing — designed to stop the scroll for an audience that has never seen hair transplant ads speak their language.
04 — Video sales letters
Retargeting VSLs
Mid-funnel conversion, scripted and produced
VSL 1 — retargeting
VSL 2 — retargeting
Campaign overview
Scripted and produced two VSLs deployed as part of a mid-funnel retargeting strategy, targeting warm audiences who had already engaged with the brand. Designed to move undecided prospects toward booking a consultation using social proof, transformation narrative, and a clear CTA.
What made them work
Retargeting context
Deployed only to warm audiences already in the funnel — maximising relevance and lowering the barrier to conversion.
Transformation narrative
Scripts built around the emotional journey — from hesitation to decision — mirroring the internal state of a warm prospect.
Social proof led
Heavy use of reviews, Trustpilot score, and patient stories to overcome final objections before booking.
05 — Creator content
UGC — directed content
10 videos, 4+ creators, paid and organic deployment
Aakash
Chris
David
John
Creative direction
Briefed and directed a roster of creators — Aakash, Chris, David, John, and others — developing scripts and creative direction for each. Maintained brand consistency while keeping content natural and platform-native. Each creator brought a distinct demographic angle and storytelling voice.
Funnel strategy
UGC deployed across all paid and organic social channels with a dedicated retargeting layer for mid-funnel audiences. Content was structured to address objections and build trust through authentic, first-person storytelling — distinct in tone from the brand's polished static creative.
06 — Conversion pages
Landing pages
Built with AI tools including Claude — optimised for lead generation