Olay Whips was one of the largest skincare launches of 2017. We sought to dramatize the “light-as-air” benefit of this enticing new form through beautifully ephemeral, dreamy, sensorial visuals and lighthearted, modern copy, appealing to a younger woman – as well as our core consumer base.

In dramatizing “light as air” benefit, we used clouds as a key metaphor, evoking a sense of eternal lightness and billowing, delectability. A diverse cast delivered high-energy, authentic performances with an editorial look and elevated feel. As a nod to brand heritage, the talent all cradled their faces in their hands in homage to the original Olay Cartouche iconography (“The Madonna”).