Keep Your Cool

It’s not often you get briefed to make an anti-fungal brand look appealing. That was my task with the “Keep Your Cool” campaign. Focusing on the US market, Lamisil were bringing a new product to the market. Already being an established athlete’s foot brand, I tried to incorporate elements from their already existing brand playbook, so this didn’t feel like too much of a diversion from the Lamisil, existing customers had come to love.

When brainstorming the creative direction for this product, I played on the fact that Tinea Cruris fungus (most commonly referred to as ‘Jock Itch’) is know to thrive in warm and moist environments. This, couple with the anxiety discovering jock itch on your skin can cause, I opted for “Keep Your Cool” as the tagline and built the campaign and script around it. This included storyboarded the video, finding the location, props/clothing, model and voiceover artist, whilst directing the shoot on the day.