Skincare is an incredibly crowded category, with most brands looking and sounding the same. DermapenWorld needed to stand out in order to resonate globally and speak to two key audiences: discerning consumers (whom we dubbed “Skintellectuals”) and clinic professionals. We quickly realized that it’s the little things that make the biggest difference. There’s a growing movement away from quick fixes that don’t work and an increased focus on long-term thinking and solutions — making our target audience’s skincare regimen anything but routine.

We created a global campaign that reinforces DermapenWorld’s signature Synergy of Solutions, a holistic system that combines in-clinic treatments with at-home care. What started as a single gif done by Sarah Silver in our concepting rounds turned into a full fledge campaign, shot by the gif queen herself. My partner, Alex, and I saw this campaign through from start to finish, generating thousands of assets for the brand and an entirely new brand identity. Our clients even painted the skin-colored gradient onto a wall in their Australia office. Fun!