All Eyes on You
The ever constant Hallyu wave has seen numerous Filipino K-skincare faves pop up in the market. Amidst all that, the Deoproce brand wanted to set itself apart from the deluge and presented its consumers with the promise of giving them a glow far beyond the ordinary through their Deoproce’s Green Caviar+ line.
In 2022, Deoproce launched its Green Caviar+ line with products infused with Sugar Kelp and Sparkling Water. Rising star Song Kang serves as the face of the campaign, reflecting the brands commitment to their steady growth and glow in the market.
Centered on Song Kang as brand endorser, Varsity’s big idea “Close Contact” became an open invitation for everyone to come closer and celebrate skin. Varsity crafted Deoproce’s key visuals to highlight the line’s guarantee of an elevated skincare experience. With super zoomed in shots and viewfinder elements, looking at the face up close and personal is always more than welcome.
Varsity Co-op also led the campaign’s creative direction, mixing brand elements with the language K-Drama fans know and love. The photography treatment made use of a soft glow without blurring out the clarity of the skin. In line with the big idea, close up shots of the subject were taken to emphasize the idea of moving closer without hesitation. The set design and styling struck a balance between structured and relaxed, and organic and contemporary. All these elements were brought together through a remote Zoom shoot led by Varsity Co-op in coordination with the South Korean team.
In “Close Contact,” Varsity Co-op welcomed the audience to stand too close and stare too often and see just how good skin is supposed to feel.