Skin that sparkles

Olay

A campaign that brings the magic of the holidays to a global beauty brand.

Project involved:
Photography - Advertising - Film

Role: Creative, art direction & design
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Agency: Saatchi & Saatchi
Creative Director: Marion Cohen
Photographer: Arthur Woodcroft

Project summary

Olay required a campaign to cater for two holidays - Christmas and Mothers Day. Both ads had to be slightly flexible as had to cater to two different markets, Olay and Olaz - plus the two different days.

Rather than falling into advertising traps when communicating Christmas, we steered well away from the snowflakes and faux snow. Instead, we set out to recreate the magical feeling of Christmas, in a premium, and magical way.

We used well-crafted bare-bulb lighting to give out seductive warm tones, beautiful shapes, reflections, and shadows.

The shape of the bulbs was switched out for the different holidays to avoid the work becoming repetitive. We used handmade heart shape bulbs for Mother’s day and a series of different styles for Christmas.