art direction

Objective

To promote brand recall, and create excitement through word of mouth.

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Strategy

Nexcare SG had conceptualised a character, Pimple Man, to promote its product line of acne patches, and was looking to produce a video for the launch.

 

We planned a storyboard around the three factors that causes pimples - sleep, stress, and food. To amp up the personification and humour, we introduced the “pimple-o-meter”, which increasingly nears dangerous levels much to Pimple Man’s delight. 

 

Viewers follow a day in the life of a woman engaging in activities typical of a busy working adult, including turning up for a date with a huge pimple at the end. Besides being relatable, the format effectively educates viewers on the pitfalls to look out for.

 

We managed everything from scripting, casting, and location scouting to on-site direction, and liaising with an external videographer on the filming and editing. 

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Results

• Generated over 2,000 link clicks to e-commerce website

• Garnered almost two million total video view at $0.09 per video view on average