Eucerin — Thiamidol™ Global Mood Film & Social Launch (MSL / Publicis Red+)

In December 2025, I joined MSL to help shape a flagship mood film and social content shoot for Eucerin’s Thiamidol™, supporting the global launch of its new anti-pigmentation innovation.

The brief centred on translating a complex, science-led milestone — the Global Hyperpigmentation Consensus — into social-first storytelling that could resonate with both consumers and dermatologists, without diluting credibility.

The Challenge: Hyperpigmentation is crowded with conflicting opinions, myths, and misinformation. The task was to bring clarity to a long-standing debate — and do so in a way that felt authoritative, human, and emotionally engaging on social platforms.

My Role & Contribution
- As Senior Creative Strategist, I led the development of the strategic and narrative foundations for the content, including:
Defining the core storytelling framework that brought the global consensus to life in a clear, compelling way
- Writing the original mood film and social scripts, shaping tone, pacing, and emotional arc
- Developing presenter prompts and discussion frameworks designed to unlock authentic, unscripted expert dialogue
Translating scientific agreement into digestible, authoritative social content
- Supporting the creative and production teams on set and cast styling, ensuring the final execution aligned with brand and strategy

Strategic Approach: The content was structured as a three-act journey, moving from awareness to understanding to action.

Throughout, the tone balanced editorial credibility with approachability, ensuring science led the story without overpowering the human experience.

The resulting content forms the foundation of Eucerin’s TikTok channel launch, designed to:
- Educate consumers through credible, social-native storytelling
Support dermatologists with clear, consensus-driven messaging
- Establish Thiamidol™ as a science-backed authority in hyperpigmentation treatment

Full content and final executions forthcoming post-production.