Nivea: Nourish On

We wanted to show real women's skin in a non-voyeuristic way, without using the male gaze as so many beauty advertisements do. Forming an incredible team led by women – including our director, director of photography, first assistant director, producers, creative director, photographer, crew, clients and talent – we captured nourished skin close-up from a more inherently feminine perspective.

Dance Party

Happy Hour

All Nighter

Creative Directors: Steff W. and Bill Carlson
Senior Copywriter: Joseph Peltier
Senior Art Director: Lisa Donato
Producers: Britt Drouet and Allie Hettler
Director: Cali Bondad

TikTok

After the launch of our Nourish On campaign, Charles Gross, a fashion content creator on TikTok with 1.3M followers, shared a video of his skincare routine while expressing love for Nivea. When someone commented calling him out for not using a more expensive brand, he authentically replied in favor of Nivea by saying price doesn't equal luxury. 

Seeing someone well-known organically expressing love for our brand (and sharing our sentiments), we knew we had to engage creatively. Collaborating with Charles, we stitched his rave review over footage from our Nourish On campaign, repurposing it as playful VO. The video exceeded organic and paid benchmarks with over 57k views, 100+ comments and 4500+ likes, with many comments from first time users.

Produced at Razorfish.