GET CLOSER

In the ever overcrowded cities of China, a woman’s set boundaries have never been more important. But to relaunch Lux Magical Spell, we created a TVC that not only invited the public to break through Angelababy’s boundaries, but also emphasised the perfume-like fragrance of the body wash. And we did this whilst following the Brand Communication Idea we created for Lux.

Go to https://www.juliussim.com/work#/morethanyoucansee/ to find out more about the creation of the Brand Communication Idea for Lux.

In respect of the Chinese language and culture, we took the BCI of ‘More Than You Can See’ and created a version for the market. resulting in a variation: Only fragrance can reveal (sight) a woman. (Loosely translated).

And we did this by embracing the two-prong approach of the Get Closer campaign in allowing consumers to discover:

  1. The fragrant qualities of the bodywash that one can smell only when they get closer;

  2. Who Angelababy is apart from her public persona

BY inviting fans and critics to get closer to more of who she is and can be.

is there more to A household name than just her glamour and celebrity?

WE pushed society to look at a role model beyond her perceived image.

RE-IMAGING AND RE-IMAGINING celebrity

For the key visual, we got world renowned photographer Chen Man to lens the campaign. We got this done in three minutes. I cannot stop repeating how amazing Chen Man is with her craft.

And for the TVC, we engaged French director Camille Marotte.

With the script, we endeavoured to find out more about Angelababy through online research and interviews with her. We also had access to her personal photos.

As per my Lux films under More Than You Can See, all celebrities will end on a statement with their real name, not stage name.

frontING THE CAMPAIGN WITH ANGELABABY

Lux China - Get Closer feat. Angelababy (2017)

I am more than a star. Get closer. To know the multifaceted woman within me.

I am more than a princess. I am a woman warrior, strong on the inside.

I am more than an actress. I am a unique combination of all the roles I play.

Just like Lux Magical Spell. A unique combination of precious ingredients. Made from Black Orchids, lavender oil, and Floral Fusion Oil. For skin with an elegant scent that lasts for hours.

I am Yang Ying. Get closer to discover what makes me indelibly me.

behind the scenes WITH YANG YING

With all Lux productions, we try to maximise content. And with More Than You Can See, having a BTS segment was integral to knowing what drives the celebrity, her thoughts, and her motivations.

All in bid to discover who the real Angelababy is and how she is more than you can see.