Caspian Hair Spray is one of the oldest and most well-known hair care brands in Iran a brand that, since the early 1990s, has established a strong position in the market thanks to its high quality and extensive exports to various countries. However, in terms of content creation and marketing communications, the brand still relied on traditional and classic approaches that were not aligned with the modern media landscape and evolving consumer behavior.

With a Digital-First and Fashion-Oriented approach, Varsa executed this project in its Black Box Studio. In this campaign, 12 influencers and 12 stylists (KOLs) collaborated to create two distinct looks and styles for each hair spray.The Black Box environment featuring cinematic set design and artistic lighting served as a platform to highlight the brand’s modern and elegant identity. The videos were crafted to portray Caspian not merely as a hair spray, but as an integral part of style, fashion, and confidence a product with personality and lasting appeal.