PROJECT NAME
Dove Plant Milk
Cleansing Collection
ROLE
Concepting
Copywriting
Modular/Social
No, we don't know why it was an ingredient, and no, we never found out what it actually did for your skin. But since 'shower like an oat latte' didn't really land, we had a bit of fun leaning into food porn, beauty-inspired textures and an unusually high energy attitude for Dove; generally in the hope that nobody else would notice or ask.
Which worked rather well, apparently, with a brilliantly received 60-piece upfront delivery in the hero variant, fully toolkitted for a further 180 variant outputs after an utterly manic three-unit, 1-day shoot to capture everything (including humans) four ways. And that was before we had to drop all the CG and shoot all the plant milk practically. (Suffice to say: I'm now very much a dairy guy.)