Crepey Skin
Transformation
Campaign
How we used AI authority content and transformation
storytelling to target women 50+ with a premium
skincare approach.
The Brief
Create a high-performing skincare ad targeting
women aged 50+ who struggle with the appearance
of crepey, dry looking skin on areas like arms, neck,
and chest.
Target Audience
Women aged 50-60+ looking for skincare
focused on hydration, nourishment, and
mature skin appearance.
Creative Strategy
We adapted a proven transformation-based
structure and applied it to a crepey skin angle
using problem recognition, authority education,
and a 14-day transformation journey.
Highlight common
frustrations and
skin concerns.
Problem Recognition
Highlight common
frustrations and
skin concerns.
Authority
Education
Show visible
improvement
journey.
14-Day
Transformation
Product Execution
Al authority figure presentation
Realistic product and ingredient visuals
Close-up skin texture shots
Scottish farm and sourcing visuals
Before & after transformations
Multiple hook variations
Fast-paced, emotional storytelling
Final Creative
Hook 1:
Crossed Arms / Elbow Creasing Angle
-
Problem-Focused Visual Hook
-
Close-Up Skin Texture Analysis
-
Elbow Area Transformation
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Dermatologist-Led Explanation
-
Ingredient Education
-
14-Day Skin Improvement Journey
Visual Direction:
Use macro shots of elbow skin folding, before/after comparison, and highlighted wrinkle areas to make the viewer immediately notice the problem.
Hook 2:
Tissue Paper Skin Texture Angle
-
Texture-Based Storytelling
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“Soft But Crepey” Problem Awareness
-
Skin Science Education
-
Hydration & Barrier Focus
-
Premium Ingredient Breakdown
-
Emotional Self-Confidence Angle
Visual Direction:
Use split-screen comparisons, hand movement shots showing skin texture, and animated callouts around the crepey areas.
Hook 3:
Photo Zoom-In / Aging Signs Angle
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Relatable Everyday Trigger
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Social Media Behavior Hook
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Before & After Proof
-
Skin Research & Education
-
Customer Transformation Focus
-
Trust-Building Authority Content
Visual Direction:
Start with a phone/photo POV, zoom into arm details, highlight the fine lines, then transition into product education and results.
Results & Learnings
Higher Engagement
Education and transformation
storytelling increased watch time.
Stronger Trust
Authority-led content and ingredient
education built credibility.
Scalable Creative