Sometimes the client asks for the brief shaken, not stirred.
Dove came to us with three specific requests.
1) Create a product launch campaign for their new body serum.
2) Partner with the iconic musician Ciara.
3) Reinterpret a classic melody that anyone of any age can recognize.
So we decided to craft a feel good anthem using the body positivity banger of the century : The Hokey Pokey. We created a custom remix track with Ciara herself and songwriter Tayla Parx, putting a contemporary R&B twist on the childhood classic. The lyrics were inspired by real skin insecurities shared by Ciara and her fans on TikTok. It turned personal “flaws” into bold, celebrated verses, continuing Dove’s fight for skin confidence and natural beauty.
Role : Creative Director
Agency: VML New York