AUPRES TLX CAMPAIGN
Overview:
Aupres was introducing a refreshed Time Lock X (TLX) line in China, with the challenge of communicating visible lifting benefits while making the product feel modern, premium and emotionally relevant.
As Lead Creative Director, I shaped the campaign concept, storyboards and overall art direction, using Li Qin as the face of the launch and building the visual world around the elegance of the new packaging. The creative balanced product efficacy with a softer, more aspirational beauty language designed to connect with modern Chinese consumers.
The result was a polished, high-impact campaign spanning key visuals, film and supporting launch assets, all built around a clear promise of immediate, visible transformation. I led the work from early concept through client presentation and final creative direction, ensuring the campaign stayed consistent across every expression.
Role:
Creative Director
Client:
Shiseido
Year:
2019
Agency:
Media Monks
Commercial & key visuals.
We wanted to show the somewhat absurd ways in which women achieve “lifting" around their eyes as a way of communicating that with Aupres TLX, you don’t need to rely on quick fixes. Aupres TLX activates the collagen deep around the eyes, for a soft lifting effect that is skin deep. Using the diamond packaging design as inspiration for the art direction, we wanted to portray the strength & long lasting effects of the product. Additionally we wanted to use stark lighting contrasts to help draw the viewers towards LiQins eyes.
