From the very beginning, we knew we wanted to keep our concept far from the body-shaming clinical ads that many big brands in skin care have a tendency to use. It was important that we distilled confidence in the viewer instead of insecurities. For us, that meant making the message more about an empowered individual looking for the perfect skin care routine…without the B.S.
When creating our character, we were careful not to make her too agreeable or too hostile. Her personality had to be representative of both the brand AND people looking for acne treatment. So how did we do that? Many, many script drafts and an awesome team.
Once we finished the videos, it was time to take them to social media as targeted ads. Along with the main brand video, we were able to create multiple micro ads each with a unique message. These ads were meticulously constructed with original copy, the right keywords, and even better content.