Gie de Jesus

OILATUM “SHOW YOUR LOVE”

AGENCY: AXENT, INC.

Physical touch is one of the simplest ways we express love through a hug, a kiss, or a gentle brush of the skin. But when skin issues get in the way, those moments can feel less natural, less confident. Oilatum was positioned around restoring comfort to the skin, so people could feel free to express affection again—easily, naturally, and without hesitation.

The campaign centered on the idea that comfort leads to connection. By focusing on moments of touch and intimacy, Oilatum was presented not just as a skincare solution, but as an enabler of affection—helping remove the quiet barriers that skin discomfort can create in everyday relationships.

My Role

I worked on the campaign concept, helping translate the core insight into visual direction and messaging that highlighted intimacy, comfort, and emotional connection.

RESTORING COMFORT, RESTORING CONNECTION

This project reinforced how functional benefits become more powerful when framed through human experience. By focusing on touch and connection, the campaign allowed skincare to feel less clinical and more personal—showing that comfort isn’t just physical, but emotional.