INTEGRATED BRAND CAMPAIGN
Client
Hawaii Soap / Evans Industries
Year
2020–2021
Engagement
Integrated brand campaign
Discipline
Art Direction
01 VISUAL LANGUAGE
A product world rooted in nature
The visual language balanced luminous product beauty with the playful freshness of the natural world. Each image made the soap feel vivid, tactile and confidently part of a daily ritual.
02 ART DIRECTION ON SET
Beauty, directed through real moments
On set, the direction moved beyond polished stills. We built a sense of ease, movement and personality that let each moment feel lived-in while keeping the product unmistakably present.
03 CONTENT SYSTEM
Built to educate, entertain and invite participation
A flexible content system gave the brand a clear way to speak across skin concerns, product benefits and everyday beauty culture—without repeating itself.
04 PAID INFLUENCER PARTNERSHIPS
Celebrity influence, integrated into the brand
Partnerships were designed as brand moments, not borrowed attention. Talent arrived inside the visual world with a clear role, a fresh narrative and a natural connection to the product.
05 CAMPAIGN IN MOTION
One idea across many touchpoints
Campaign thinking travelled easily from large-format brand moments to the screens where people met Hawaii Soap every day.
The work created a recognisable platform across product education, lifestyle content, paid influencer partnerships, competitions, retail moments and motion—while keeping product and bright, confident beauty at its centre.