INTRODUCTION:
JoJo Glow, a beauty brand specializing in high-quality, reusable makeup wipes, approached us with the challenge of creating a film that would appeal to social media-savvy audiences and younger generations. JoJo Glow's core message—"Wipe the Day Off"—is about giving everyone the power to effortlessly cleanse their makeup and transition from their daily roles into a more relaxed, authentic version of themselves. Instead of a traditional beauty ad, we crafted an action-packed film that shows how JoJo Glow enables everyday people to shed their daily masks and reveal their true selves.
CREATIVE CONCEPT:
To bring JoJo Glow's message to life, we created a dynamic narrative featuring a heroine who battles a series of enemies during an intense vigilante mission. After defeating her final foe, she removes her mask and wipes off her makeup with JoJo Glow’s signature product, revealing the everyday person beneath. This concept plays on the idea that even behind the most powerful personas, there’s a desire for simplicity and self-care. We used this metaphor to reflect how JoJo Glow empowers users to "wipe the day away" and embrace their natural selves.
EXECUTION:
We employed a mix of fast-paced action sequences, vibrant visual effects, and nods to internet and pop culture to keep the film fresh, relatable, and engaging for a young audience. The camera follows the heroine as she moves through various intense environments—dark alleys, neon-lit rooftops, and gritty streets—culminating in a final moment where she wipes away her mask and makeup, transitioning seamlessly from superhero to everyday person. We emphasized dynamic movement and energy throughout, while incorporating JoJo Glow’s sleek, modern aesthetic into every frame. Currently in post-production, the final film is scheduled for delivery in November 2024.
KEY MESSAGE:
The film captures JoJo Glow's ethos of giving everyone, from superheroes to everyday people, the opportunity to cleanse away the day and rediscover their natural self. The focus on transformation and simplicity aligns with the product’s practical, high-quality design, while the playful, action-filled story engages younger, social-media-driven audiences.
IMPACT AND RECEPTION:
Although still in post-production, the film is already generating excitement for its fresh approach to beauty product advertising. By tapping into internet and pop culture themes, as well as showcasing a strong, relatable protagonist, we believe the film will resonate with JoJo Glow’s target market and build a strong connection between the brand and its audience. This bold, visually striking commercial redefines how beauty brands like JoJo Glow can market their products—by blending action, authenticity, and fun.
