For the launch of The Everything Oil, I directed Hair Holds Memories — a campaign exploring the emotional connection between hair, scent, and memory. While the jasmine scent of the oil ties back to the brand’s South Asian roots, we wanted to expand that narrative — showing how hair care is a deeply personal ritual for everyone, and how scent often anchors us to moments of comfort and nostalgia.

Each of the three characters moves through a quiet, intimate moment of self-care. As they apply the oil, they’re transported back to a memory — a time they felt calm, seen, or at peace. The film captures that fleeting intersection between past and present, where routine becomes ritual and scent becomes memory.

Hair Holds Memories became not just a product launch, but a reflection on how caring for our hair is, in many ways, an act of returning home to ourselves.