Deep Campaign

The Challenge
In a low-engagement deodorant category, NIVEA MEN needed to elevate its Deep variant beyond functional benefits. Our task was to transform a basic personal care product into a symbol of confidence and sophistication for young male consumers.

My Role & Creative Solution
As Lead Designer and Art Director, spearheaded the creative development of a campaign that turned NIVEA MEN Deep's unique features, the black Charcoal formula and Dark Wood fragrance into a compelling narrative about confidence and performance.

Visual Development

• Created a premium visual identity that emphasized the product's deep positioning.
• Developed dynamic motion graphics for the campaign
• Created a cohesive design system that worked across all platforms

Campaign Implementation‍

• Led art direction for multi-channel content
• Created social media content strategy and designs
• Designed digital display and Web assets
• Executed OOH installations

Design Innovation
- Used dramatic lighting to emphasize premium positioning.
- Created engaging animations demonstrating the Black Charcoal formula.
- Developed social content that sparked conversation about confidence.

Brand Consistency
- Maintained NIVEA's global design standards while creating distinctive assets for the Deep variant.
- Supervised quality control across all production phases.
- Created comprehensive style guides for ongoing campaign execution.