Clinique de ParisREFRAMING HAIR LOSS WITH THE #1 HAIR TRANSPLANT CLINIC IN THE PHILIPPINES
Clinique de Paris is the #1 hair restoration clinic in the Philippines. Yet despite over a decade in the industry, mainstream awareness was low.
Part of the challenge lay within the category itself because conversations around hair loss — particularly for men, who make up the majority of Clinique de Paris’ clientele — were still rooted in stigma. Balding was something to hide, and seeking treatment was often seen as unmasculine or vain.
Our task was not only to build awareness for Clinique de Paris, but to reframe the narrative around hair loss and hair restoration altogether. My role was to lead the creative concept and visual look and feel across every touchpoint. The pitch was comprehensive, spanning the big idea, hero film, photography, OOH, and a proposed website overhaul, which ultimately helped us win the business.
ROLE
Senior Art Director
SERVICES
Big Idea
360 Campaign
Manifesto Film
Photography
Website Design
YEAR
2025TEAM
Strategy
Kathryn Cartera
Creative Strategy + Copy
Ella Rivera
Director
Neil Dordines
Producer
Terence Requiron
Account Services
Mayee Gonzales
Charm Hernandez
Website Team
Joma Urbano
AC Montinola
APPROACHFrom the get-go, we knew the challenge required restraint and a light hand. Acknowledging the emotional reality of hair loss without making light of it (as many hair loss campaigns default to) while promoting the service without marketing it as the end-all, be-all miracle solution. Our approach from day one was to empower the brand’s audience without patronizing them or reducing them to their hair.
THE IDEA
Hair carries deeply personal meaning shaped by identity, history, culture, and lived experience. Losing it can feel like losing a part of oneself — and yet, for all its significance, hair is also just hair.
This tension came through clearly in real patient stories. Across every transformation and before-and-after, it became apparent that while regaining hair was often a catalyst for change, the real shift came from confidence. A return to form, to self.
Hair is one thing, confidence is everything.
This idea was distilled into the line: Own Your Roots.
ART DIRECTIONThe themes of identity and confidence guided the visual language of the campaign. Moving away from traditional expressions of confidence and glossy shampoo-commercial tropes was deliberate. Hair and skin are treated naturally, with a more editorial mood that’s aligned with the brand for a lived-in, human feel.
For photo and video, I wanted it to feel visually intimate and layered, as though we’re piecing together the essence of someone’s identity. Close-up shots, textures, and movement help create a narrative that celebrates these individuals’ unique selves.
MANIFESTO FILM We kicked off the campaign with a manifesto film featuring four individuals who are also real patient success stories, shaping the script by finding common threads from their stories, to keep it as authentic as possible.
For visuals, I worked closely with the production team to translate the idea of identity as something layered and evolving. This took shape through a collage-like visual approach, intercutting intimate portraits with personal details and textures.
Angie King | Motorsports Racing Driver
Jared Dillinger | Athlete & Entrepreneur
Daiana Menezes | TV Host + Actress
JP Ocat | Model
WEBSITE DIRECTION In parallel with the campaign, I also worked on pitching a new website direction for the brand as the existing site felt outdated and didn’t reflect the brand as a highly specialized institution using advanced tech.
I designed the homepage and the web team built the rest of the site around the framework I established. We worked closely throughout the process, making for a more luxurious, immersive, and highly interactive digital experience that drives bookings.
FINAL THOUGHTS This project was especially rewarding because of how collaborative it was. Working closely with the production and web teams helped the campaign come together as one cohesive whole. The client team was also a pleasure to work with, and I’m grateful for the trust they placed in us throughout the process.
Given more time and budget, I would have loved to push the production further with additional locations, scenes, and having the talents themselves do the voiceover. That said, while the original vision was more expansive, these limitations helped focus the work and ultimately made it feel more considered.
I haven’t been lucky enough to catch the LED Billboard on EDSA Guadalupe but even seeing it on video is always a great feeling!
