For Taína, a premium hair extension brand in the Dominican Republic, I developed a complete branding strategy and produced a suite of video content to position the business as a leader in the luxury beauty segment.

The client was initially unsure about their target audience. The hair extension industry faces a unique challenge: limited awareness of its services. For the American market, many women combine vacations in the Dominican Republic with premium, affordable cosmetic services, making this a perfect opportunity for high-end positioning.

Through strategic research, I identified an untapped niche: positioning hair extensions as part of rejuvenation services, appealing to clients seeking premium beauty solutions. This redefined the brand’s focus to cater to women who prioritize youthfulness and self-care while vacationing in the Dominican Republic. The campaign emphasized the idea that “hair is the first marker of youth.” We created several videos showcasing the transformation of different women, highlighting how Taína’s services elevate their appearance and confidence.

Produced English and Spanish versions to reach both local and international audiences.

• Developed branding materials and a cohesive strategy to align with the rejuvenation concept.

• Created 4 targeted videos for social media and one premium branding video for the website and promotional use.

• Leveraged AI tools to produce unique and attention-grabbing visuals, ensuring differentiation in a competitive market.

• Selected models representing diverse client demographics to appeal to a broad audience. The project was completed within 24 hours, with 13 hours of production and editing time to deliver polished, high-quality results

The campaign established Taína as a premium choice for hair extensions in the Dominican Republic, attracting clients seeking top-tier rejuvenation services. The branding video reinforced the brand’s identity, while the targeted content drove engagement and inquiries across social media platforms.

Additionally, four short videos were created for targeted advertising campaigns in both English and Spanish. These videos highlighted the key client personas of the salon, showcasing the diverse range of services offered to appeal to various customer types.

In the Spanish-language version, which was secondary to the primary English-language campaign, only subtitles were adapted

1. Transformations that are typically demonstrated on real women were shifted to the realm of AI-generated visuals, adding an element of magic. Hair “appears” in a deliberately unnatural way, emphasizing the enchanting nature of the transformation and drawing the viewer’s attention.

2. We addressed a critical issue: many women, particularly older clients, prefer to keep their hair extensions discreet. They are often unwilling to show themselves without hair, let alone participate in advertising campaigns. By using AI, we avoided this challenge while maintaining visual authenticity.

3. We conducted an AI-based “casting” process, which allowed us to select ideal model types within minutes rather than days, as would be required for a traditional shoot. Each “model” represented a different aspect of the target audience: a European woman with a short haircut, a Latina showcasing the versatility of hair extensions, and older women emphasizing the rejuvenating effect of the service. This approach not only saved time but also ensured a precise match for the desired look.

4. The key idea was to create a brand that delivers a sense of magic. Taina’s brand legend tied together its visual elements, including the use of feathers as a signature motif, strengthening the emotional connection with the audience. The marketing narrative became an integral element, guiding clients who clicked through from targeted ads to the website.

This campaign is a great example of how a thoughtful combination of creative strategy, AI-driven visuals, and brand storytelling can create a unique and memorable image that effectively engages audiences both emotionally and commercially