“A legacy brand looking to spice things up”
The brand assembled a team of creatives to bring the company's store mascot, a skeleton named Bones, to life!
The company needed marketing that wasn’t simply about products.
SOMETHING DIFFERENT THAN ADS LIKE THIS…
So our objective was define brand identity outside of skincare.
The yearlong, animated project gave the character a voice, which aligned with the brand voice.
Kiehl’s, as a legacy company, defines itself by:
Clean Science
New York City
Accessible Use
Bones had to be those things without saying those things…
So we made content that gave him friends, work, and a podcast (of course)
And covered topics like The Met Gala, datings apps, and tarot aligning with current online trends —this time voiced by me :)
The content saw between 3-5 times the engagement of other Kiehl’s posts.