Olay Super Serum Body Wash Campaign
Part I
Serving as Creative Director for the project, came up with the concept, led and supervised the creation of three 30-second commercials (with 15-second and 6-second cutdowns) for Olay to promote a brand new product, Olay Super Serum Body Wash, starring Jamie Chung.
Winner of Asian American Advertising Federation (3AF) 2025 Excellence Awards: New Marketer of the Year.
"Unbox"
Commercial
Olay
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Concept Development
Served as Creative Director for the project, and oversaw the campaign from ideation to post-production. Led the creative presentation to the client.
The campaign featured three distinct and authentic voices: Jamie Chung (actress and long-time advocate for AAPI representation), Helen Wu (co-host of AsianBossGirl, a podcast exploring identity, wellness, and self-expression), and Seerat Saini (beauty content creator and skincare enthusiast). The campaign was brought to life through 27 pieces of social-first content, including 30s, 15s, and 6s cutdowns optimized for platforms like Instagram, TikTok, and YouTube. The Olay campaign creative tested very strongly with audiences. So strongly that spots were also adapted for broadcast TV, an uncommon move for influencer-led, social-first content.
1
Production
Supervised production on set on behalf of the agency and client, directed the post-production workflow to ensure all deliverables aligned with the creative vision.
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Storyboard
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Final Product and Result
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As a result of this campaign, Super Serum Body Wash became the #1 new item for P&G Personal Care and the top-performing body wash at key retailers, holding the title of #1 Hot Beauty Item on Amazon. On the storytelling front, Jamie Chung’s YouTube content alone generated over 80 million impressions, while her media interviews with top beauty and lifestyle outlets, culminating in an exclusive feature in People, spurred a 7%+ increase in Olay search volume within just 24 hours.