ALWAYS SKIN LOVE
SAUDI ARABIA
Ideation - Execution
The challenge was to launch Always Skin Love to young women in Saudi Arabia who often felt they had to choose between softness and dryness.
My role was to help shape the strategy and creative direction around that tension. We turned the product benefit into “Feel the moment, not the wetness,” then brought it to life through a campaign film, creator content, platform activations, and a visual language built for social.
The idea was: when wetness is not distracting you, you can stay present in the moment.
THE SOCIAL ECOSYSTEM
ALWAYS MAXI SLIM
SOUTH AFRICA
Ideation - Execution
The challenge was to show young women in South Africa why Always was worth paying more for when cheaper pads seemed to do the job.
My role was to help shape the creative direction and write the campaign film. We took a familiar frustration, constantly heading to the bathroom to change pads, and turned it into a literal loop. Our character keeps moving from one bathroom to the next, until Always breaks the cycle with its 3x more absorbency.
The idea was: a cheaper pad might save you money, but how much of your day are you spending changing it?
THE SOCIAL ECOSYSTEM
ALWAYS SOCIAL
SOUTH AFRICA
ALWAYS GOT YOUR BACK PACT SOCIAL CONTENT