SP—025 / Beauty & personal care · Launch campaign
SOFT MATTER
A creative direction for body care framed through tactile paper and soft shapes.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop SOFT MATTER, a fictional concept for body care framed through tactile paper and soft shapes. Overstated product language can obscure a simple, desirable routine. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People looking for a personal-care ritual that fits their taste and routine.
The strategic idea
“A LITTLE TIME FOR YOU.” is the central creative thought. Lead with the product premise, then make the next action unmistakable. The headline and emblem work as a compact launch signature. Let texture, packaging and ritual establish desirability. Keep ingredient and efficacy language tied to evidence supplied by the brand.
The creative direction
An original bottle-inspired graphic, assertive typography and a #FFC700 colour field create the visual language for SOFT MATTER. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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