HomeFacialPro (HFP) isn’t like other Chinese skincare brands. They go for “simple and effective” over gimmicks, both in the ingredient list and packaging. Despite being on the market for only two years, HFP generated 1 billion RMB in e-commerce alone – no marketing, no retail. They relied solely on word-of-mouth for great product sales. But with no marketing activities, HFP hadn’t crafted a brand image.
HomeFacialPro’s first TVC by MATCH,starring Wang Yibo
So when HFP came to MATCH, an independent creative agency in Shanghai, they needed to create a brand identity for an audience that already knew its products.
Behind the scenes with Wang Yibo
MATCH worked closely with HFP to understand their identity and create a visual story that interpreted their “Be Pro” brand spirit. Wang Yibo, HFP’s new brand ambassador and star of the TVC, proved to be both the highlight of working on set and an initial challenge. A Chinese K-pop star, dancer and motorcycle enthusiast, Yibo’s natural strengths were leveraged to bring to life the brand’s bold, fresh attitude.
Jeremy Guo, Creative Partner at MATCH, said, “Yibo has endorsed a lot of brands and products, and many of those ads depict his dancing talent, but they rarely utilize it well. So when we mentioned that the script required dancing, his team was reluctant at first, because they were afraid of over-using the artist the same way. But we insisted, because we firmly believed dancing is an indispensable element of the ‘Be Pro’ spirit.”
Jeremy Guo是马马也的创意合伙人，他说，“一博曾为很多品牌和产品代言过，很多广告都表现了他的舞蹈天赋，但是却很少有人能真正用好。所以我们提出要让他跳舞时，他的团队担心过度消费艺人，所以最开始是排斥的。但是我们还是坚持认为舞蹈是品牌“Be Pro”精神不可或缺的一部分。
MATCH’s style of interpreting creative concepts were unique, and they were eventually able to sway Yibo’s team by working closely on the proposal together.
“I still remember how surprised the artist [Yibo] and his team were when they stepped into the studio on the day of the filming,” says Guo. “Such a large-scale and professional production definitely exceeded their expectations.”
Director Tao Wright, Yibo and team onset
MATCH also made a bold choice of director with Tao Wright. An established director, executive producer and founder of Black + Cameron production studio, this was a departure from Wright’s usual storytelling style. “The moment I finished the script, the first candidate in my mind was [Wright] and his team. HFP is a local brand, but it hopes to build a more international brand image. As an Australian director who has lived in China for almost 12 years, Tao is the perfect fit for this project,” said Guo from MATCH. “This was a new attempt and challenge for him [to work on a lifestyle brand]. So when he participated in the second-round creation and handed in his director’s treatment, he surprised the client and me. His participation generated a new kind of spark on the project.”
Viewer comments from fans of the spot: “I really love this ad‘s creativity. You guys even mixed Yibo’s favorites, dance and motorcycles, with skin care products. It’s so original and it’s a high-quality shoot. Thanks HFP!”
After two months from receiving the brief to releasing the spot, the resulting work is sleek, fluid and minimal. The shoot took two days between a Shanghai set and Chaka Salt Lake in Qinghai. True to the HFP brand, the success of the TVC is being built the same as their products – by word of mouth. MATCH shared the spot without description, and only reposted comments from fans and viewers to build earnest buzz about the brand.