Choose Purity, Express Freely — Xeomin
As a challenger in the botulinum toxin market, Xeomin needed a distinct position in a category already dominated by Botox — without resorting to a generic "we're better" claim.
PURITY FOR EMOTIONAL FREEDOM. 選擇純淨 盡情表態
Choose Purity, Express Freely was built on that emotional truth.
Rather than showing what you look like after the injection, we showed what you feel like. Set against an open city skyline, the visual placed the same woman across multiple perspectives — each one uninhibited, each one entirely herself.
Led the full visual direction featuring Grace Chan. Executed a city-wide MTR Domination campaign, establishing Xeomin's ownership of the "Purity" and "Natural Expression" territory in the Hong Kong market.
