Sometimes the client orders 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.
To bring the track to life in a dance-led music video, we tapped into vertical format masterminds David Vu and Yasmin Hero. Through meticulous animatics and choreography, they worked with Ciara to bring the empowering lyrics to laugh with contemporary and stylish dance moves — before capturing everything in a format that truly comes alive in 9x16.
Role : Creative Director
Agency: VML New York