So, if you were looking to shoot a campaign for a local hair salon you'd probably be running down some questions in your mind as you worked up your concept. Here are two of the questions Wisconsin-based photographer David E. Jackson asked:
1. Can it be dark and creepy? Yes.
2. Can it involve knives? Yes.
(His answer: "Hells, yes. Sign me up!")
This whole campaign is 5% budget and 95% bootstrapped inspiration, which makes it especially cool. And David details both the shoot and the entire creative process involved in two lengthy blog posts.
Check out the results/BTS post first, then go back for the comprehensive creative process post, which includes diagrams, a 10-minute video discussion, etc.