Olay: Fearless
Every skin has a history. Its own needs, its own bad weeks, its own reasons to hide. Olay Regenerist exists to take that hesitation away, and Procter and Gamble asked Wolfstreet to say so out loud.
Fearless became a campaign about what happens to a person the moment their skin stops being something they think about. Three television commercials and two photoshoots, with actor Toprak Yalciner and singer Roxeanne Hazes, someone who has spent years being told what her body should look like and has answered back every single time. Creative, production, post-production and photography, all of it out of Wolfstreet.
Beauty advertising has a default look, and it rarely tells the truth. The brief was to reintroduce Olay to a Dutch audience, so we started by taking out the gloss.
We cast people with something to say instead of faces that fill a frame, and directed for the moment just before the confidence rather than the moment after it. Film and stills were built together from the start: one concept, one crew, one visual language, so the commercials and the campaign photography came out of the same day and looked like it. We kept it honest in post as well, because Fearless is not a promise you can deliver in retouching.
Three commercials, two shoots, one campaign that can carry television, retail and social without ever repeating itself. Made end to end by our own creative, production, post-production and photography teams.
