Work of the Week: 'Losing It' by Uncommon Creative Studio

Uncommon Creative Studio has released a poignant and comedic short film titled Losing It, a 10-minute exploration of male hair loss that aims to break the stigma surrounding the topic.

Timed to coincide with National Hair Loss Awareness Month, the film stars People Just Do Nothing favourites Allan Mustafa and Hugo Chegwin, directed by Marvin Jay Alvarez.

Set in a barbershop, Losing It captures a candid and painfully funny exchange between Mustafa and Chegwin, whose characters navigate the emotional and social challenges of hair loss.

The film, backed by research revealing that 61% of men who experience hair loss still find it a taboo subject, seeks to normalise conversations around a topic that affects millions but is often shrouded in silence.

Hugo Chegwin has openly discussed his personal struggles with hair loss, sharing that he can relate to this character, "especially in the world of social media.”

Director Alvarez, known for his work with Kurupt FM, blends humour with heartfelt moments here, amassing 3.7 million views in the last 30 days with reportedly no marketing budget.

Our take

Uncommon Creative Studio’s effort is more in line with entertainment than advertising with this project. Indeed, the agency is dabbling in this area with The Thing with Feathers, a Sundance 2025 premiere about grief, set for release next autumn.

The studio complemented the baldness film with a neat little poster campaign featuring a bespoke typeface crafted from manipulated strands of hair, set against a bold yellow backdrop with collage cut-outs of the stars.

We were moved by the human frailty and understanding at play in Uncommon’s effort, but most of all the humour, the script and the performance. Short on top, but not short on amusement.