Skin like you’ve never seen it before
NEW INTERNATIONAL SKIN-CARE CAMPAIGN FOR SANEX
GLASSY partnered with Colgate-Palmolive & SANEX to develop and execute their latest international campaign, bringing together advanced production techniques and a refined visual narrative to elevate the concept of skincare to a cinematic experience.
The challenge
Capture skin in its most intimate, natural and tactile form, and do so across multiple markets with technical precision and emotional depth.
It wasn’t just about showing skin.
It was about making you feel it.
The Approach
From the outset, the production was structured as a multi-unit operation. We designed a workflow that enabled us to work simultaneously across several content lines, ensuring consistency and efficiency.
Our production model integrated:
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International director with extensive experience in global beauty campaigns
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Macro cinematography tailored to capture texture, tone, and product performance
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Advanced lighting setups to simulate moisture, glow, and natural diffusion
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Custom tabletop rigs and precision motion control systems
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Full integration of photography and film under one unified aesthetic language
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Multimarket planning with versions optimized for broadcast, digital, and retail formats
The Execution
Lighting was custom-designed to enhance every pore and reflection, while a specialized make-up team worked meticulously to achieve skin textures that felt real, tangible, and alive under macro lenses.
Casting was carefully curated to represent natural beauty across different skin types and tones, aligned with SANEX’s core message of care and authenticity.
The complexity of the shoot required three sets running in parallel: one for video (hero film and digital cuts), one for photography (product, lifestyle and key visuals) and one dedicated to social media assets and content formats.
Original music score, composed specifically to match the pace, emotion and tactile nature of the visuals. The piece was further enhanced with highly detailed sound design and SFX, crafted to trigger a subtle ASMR effect, reinforcing the sensory quality of the film and creating a deeper emotional connection with the viewer.
