The MakeDown
By a make-up removal brandCampaign film; concept, copy
Step 1
The look
Also known as Negative Make-Up
A content-led campaign built on a simple inversion: instead of applying makeup, the film creates a full look by removing it. Using micellar water as a creative tool, colour is carved away to reveal a visually striking "negative space" makeup, turning product functionality into a form of expression.
…colour is carved away to reveal a visually striking “negative space” makeup.
Step 2
The case study
Brief
NIVEA MicellAIR needed to strengthen its position across ASEAN markets by demonstrating benefits beyond cleansing and differentiating itself from category competitors. The campaign promoted Pearl Bright and Acne Care variants across Indonesia, Philippines, Vietnam, and Thailand.
Idea
The MakeDown reimagined micellar water as a creative tool rather than simply a makeup remover. By removing makeup strategically to create new looks, the activation transformed cleansing into a beauty technique, bringing the platform “Care Beyond Cleansing” to life.
Craft
Developed as a fashion and creator-led format, the idea combined negative-space makeup artistry, tutorial-style storytelling, social-first content, and influencer participation. The concept was designed to work across film, social, and creator channels.
Outcome
Selected as a featured activation within the ASEAN MicellAIR campaign ecosystem, with executions developed across playbook, influencer, film, and social content formats.
Credits
- Copywriter
- Joseph J. Penn
- Art Director
- Alicia Alvarez
- Director
- May Apizsara
Spec
W1- Client
- NIVEA MicellAIR ASEAN
- Agency
- Publicis Groupe
- Role
- Concept, Copywriting
- Year
- 2024–2025