As Senior Creative dedicated to NIVEA for 3 years, I helped usher in a new era of sustainability with multiple global campaigns.
NIVEA Fresh Blends.
For beauty giant NIVEA, a growing demand for sustainability led to the creation of their greenest shower gel yet: Fresh Blends.
As Senior Creative dedicated to NIVEA, I worked with my strategy and creative teams to create global launch campaigns including above the line digital videos and accompanying below the line social media concepts, website landing page and email flows with a close up look at what made this product so special.
Our approach - Shower your skin and the planet with love
We honed in on the natural elements, shooting slow motion video of the delicious fruits found in the product’s formula to create a sensory experience that invited the viewer to come into NIVEA’s new planet-friendly world.
Our tagline, “Shower your skin and the planet with love” spoke to this 100 year old beauty brand’s new strategic platform, which centred around human touch and emotion.
• Strategy • Concept • Scriptwriting • Production • Post-production • Social media • Content strategy
Agency: VML (formerly Wunderman Thompson Berlin)
Labello Lip Crayons.
Women are faced with thousands of choices each day, not least of which is makeup. When Labello briefed us to create a global through the line launch campaign for their very first cosmetic product, we knew we had to tap into both the lifestyle and emotional benefits for the customer.
Our approach - More than a lipstick
My tagline ‘Not just a lipstick’ became the cornerstone of our campaign because it spoke to this product’s key USP: the iconic caring abilities of Labello with intensive colour pigments that mean you don’t have to compromise on comfort or look.
With colourful, energetic campaign visuals, we were able to leverage Labello’s existing brand equity in the lip balm space while introducing a loyal fanbase to new benefits like multi-purpose, on-the-go and confidence boosting.
• Strategy • Concept • Scriptwriting • Post-production • Voice over • UX content
Agency: VML (formerly Wunderman Thompson Berlin)
NIVEA Rice Face Scrubs.
Traditional face scrubs were made with abrasives that were harsh - either on the skin or on the planet. NIVEA’s new face scrubs were made with sustainable rice particles, and came in three different intensities to suit your skin type.
The result? A scrub that was completely tailored to you, your skin type and ethics. As Senior Creative, I concepted and scripted a through the line project that tapped into the ‘new you’ feeling these products evoked, working with a Berlin-based production company to cast, shoot and edit campaign films.
• Strategy • Concept • Scriptwriting • Casting • On set creative direction • Post-production • Content strategy • EDM • UX content
Agency: VML (formerly Wunderman Thompson Berlin)
Labello Lip Scrubs.
Beauty content generates more than 169 billion views on YouTube, with beauty DIY tutorials being a popular genre. But with school/work/kids, many women don’t have time to whip up an at-home beauty treatment.
When NIVEA briefed us to create a global through the line launch campaign for their new multi-purpose lip scrub and balm, we knew we had to tap YouTube’s beauty buzz and offer a more lifestyle-friendly solution to DIY.
Our approach - Why DIY when you can scrub and go
Why do it yourself if you can scrub and care for your lips on-the-go? On the bus, before a kiss - whatever you're doing, new Labello Lip Scrubs keep your lips super soft whenever you want. No tutorial needed! Made with dissolving particles that melt onto your lips, feel the care after every scrub. Don’t have time for a full on at-home beauty remedy? Don’t worry. Keep your lips in kiss-perfect condition with Labello’s new on-the-go lip scrubs.
My tagline ‘Why DIY when you can scrub and go’ became the cornerstone of our campaign - acting as anchor for the script for our advertising campaign and all below the line assets. Providing direction on-set, I helped guide set design, talent direction and post-production edits.
• Strategy • Concept • Scriptwriting • Casting • On set creative direction • Post-production • Content strategy • EDM • UX content • Social media
Agency: VML (formerly Wunderman Thompson Berlin)
