The Project

Intensity gets treated like something to soften, especially in women. Be confident, but not intimidating. Passionate, but only to a point. Paula's Choice challenged that with the launch of its new Pro-Collagen Peptide Plumping Intensive Moisturizer.

Working with Emmy Award-winning actress Hannah Waddingham, we built this global campaign around a simple belief: intensity is a strength.

The idea: Give your skin a Peptide Pep Talk.

The hero film finds Hannah at the mirror, where a familiar morning ritual becomes a bombastic pep talk about confidence, hydration and giving life your all. Snappy cuts, sharp comedy and Hannah’s unmistakable theatrical presence transform a product demonstration into a rallying cry: your skin deserves the same intensity you bring to everything else.

More intimate, single-take pep talks extended the idea across TikTok and social, with Hannah speaking directly to the audience. Photography by Victoria Stevens carried the campaign into out-of-home, retail and Sephora locations around the world.

The Result

A global launch platform that makes the product benefit emotionally resonant and unmistakably Paula’s Choice: high-performance skincare for people who refuse to dial themselves down. The campaign is in-market and full results are forthcoming.