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The Cornerstone
Date
Septemeber 2020
Location
Dallas, TX
Credit
Media Director, Eddie Castillo
Producer, Hebert Huerta
Writer, Chandler Dear
Photographer, Reymund Contreras
Talent, Tito Santoyo, Rummel Watts, Joel Huerta, Dennis, Natalie
Make-Up & Hair, Randi, Joel Huerta, Bryan Flores, Derrion
Project
Barbershop Video and Photo Campaign
Delivering a bold statement with every cut, Altered State Productions teamed up with Dallas Blends for “The Cornerstone,” a high-impact brand campaign showcasing fall hairstyles in an editorial-style collection.
With a focus on premium barbering, men's and women's haircuts were captured in striking urban settings through portrait photography, fashion photography, influencer partnerships, and lifestyle videography. The vibrant hairstyle choices brought a pop of color to everyday environments, giving the campaign an unmistakable edge.
Through influencer-led content creation, the campaign spotlighted sharp fades, creative designs, and detailed grooming, effectively blending street culture with high-end barbering to reach a trend-driven audience.
The campaign introduced video lookbooks specifically designed for Snapchat, featuring short, mobile-first clips that showcased fall hairstyle trends and encouraged viewers to book appointments at Dallas Blends’ premium barber suites.
By tapping into a fashion-forward, style-conscious audience in the Dallas area, the campaign achieved a low cost-per-click and cost-per-lead, generating both online engagement and in-store appointments.
Every look from the best in business sharpened the edge of culture—where the fade became the calling card—building what’s now known as the cornerstone.
