Launching a hair extensions brand's viral product with zero UGC budget.
A genuinely great product — damage-free, 30-second application — that needed creative selling the moment, not the mechanism.
A great product, sold like a spec sheet.
ThatHair's halo extensions were damage-free and applied in 30 seconds — a genuinely strong product story. But the existing ads led with those specs, not with the actual reason someone buys hair extensions: how it makes them look and feel walking into a room.
Sell the transformation, in the first three seconds.
We rebuilt the creative around the feeling of the reveal — the exact moment someone sees themselves looking how they wanted to look. Specs became supporting proof, not the hook. The transformation had to land before the viewer had a chance to scroll past.
A full launch set built entirely through AI production.
- Bathroom mirror reveal hooks — intimate, high-impact transformation
- Outdoor lifestyle visuals — the confidence payoff in context
- Editorial transformation sequences — polished, premium framing
Every asset was produced through a full AI pipeline, with no UGC creators booked and no physical shoot required — a complete launch set turned around in days.
A cold-audience-ready launch, without a UGC budget line.
ThatHair launched with a full, diversified creative set built entirely on AI production — proving the product's viral moment didn't need a single UGC creator to land.
Results
By the numbers
The work
Hair extensions brand in motion
Drop finished clips into /videos/thathair/ as 1.webm through 6.webm and they'll render here automatically.