Television campaigns

Creative direction and production for TV campaigns

Comprehensive production of television campaigns for BaByliss, including scriptwriting, copywriting, art direction, and supervision of post-production. Adapting international adverts for the local market and producing several branded content segments (“in-show integrations”) where TV hosts promoted BaByliss products, highlighting their features in an authentic, lifestyle-focused way

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Client

Babyliss

Date

2013 – 2019

My Role

Scriptwriting · copywriting · art direction · supervision of post-production

BaByliss is a worldwide leader in hair styling tools, that offers a wide range of products for both professional stylists looking for reliable, high-performance tools and consumers who want salon results at home.

Objective

Production of branded TV campaigns, including branded content segments (“in-show integrations”), and TV spots.

Key Responsibilities

Scriptwriting, copywriting, and art direction for TV campaigns.
Supervision of video editing, localization, and production processes.
Coordination with TV hosts and production teams to ensure brand consistency.
Adaptation of international assets to local markets, including voice-over selection, claims, and graphics.

Project Highlights

TV Spots: creation and adaptation of commercial spots for the Spanish market, ensuring cultural and linguistic alignment. Managed editing, copy adaptation, and post-production to highlight key differentiators and enhance viewer engagement.
Branded content segments (“in-show integrations”): to introduce innovative products such as the iCurl straightener-curler and the Homelight IPL depilator. Designed for prime-time TV, featuring well-known presenters who conveyed product benefits in an engaging, lifestyle-driven tone.

Examples of campaigns

Curl Secret TV spot – Christmas 2013

This is an advertisement for the launch of the Curl Secret, a revolutionary hair-curling system. The aim was to demonstrate how easy the product is to use and the spectacular results it produces

Curl Secret TV spot – Christmas 2015

Key messages for the Spanish market:
– Double heater for more defined curls
– Patented design to prevent tangles
– Ionic technology for shiny hair
– Natural finish (curls in both directions)
– Sample of the Curl Secret range

Homelight TV spot – Christmas 2014

This is an advertisement for the launch of the Homelight, an intense pulsed light hair removal device by Babyliss. The claim ‘What we have always dreamed of’ is an aspirational message that appeals to the desire for comfortable, long-lasting, professional-looking beauty at home. This message conveys a sense of closeness and emotion, linking the technological innovation of the product with the fulfilment of an everyday dream: achieving salon results with ease.

Twist Secret spot – Spring 2015

This is an advertisement for the launch of the Twist Secret, a Babyliss automatic braiding tool. The claim“Dale un giro a tus looks” is a playful tagline with a double meaning that refers to both the twisting action of the styling tool and a fun, fresh change of style. It is designed to engage a young audience through creativity, empowerment and self-expression.

Digital sensor spot – Christmas 2019

This is the launch campaign for the BaByliss Digital Sensor range — a line of smart hair care tools that automatically adjust the speed and temperature depending on the accessory used.
The creative concept fused technology and beauty to convey the idea of a product that thinks for you, offering professional efficiency with no effort required.

Examples of “in-show integrations”

ICurl in-show integration

In show integration on Ana Rosa’s programme with the help of contributor Alejandra Prat. The script incorporates the product into the presenter’s daily routine. To show how easy it is to use, Alejandra tries it out on a strand of her hair.

ICurl in-show integration

To diversify the audience, in-show integrations were created for the programme Sálvame with the help of contributor Marta López. The script and product presentation had to be customised for each presenter