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How do you launch a moisturiser into a market that has trained women they need multiple steps in their routines? What if we don’t need more products, we need multipurpose products?

Overheard at the water cooler: ‘Have you heard? It’s a 3-in-1? It makes the entire routine redundant…‘

Team Prime: @withprimeskin @janatangalakis @torimitzia
Creative direction: @sonnet_studios @elizahillcreative
Production Studio: @pene.lopestudios
DOP / Director: @luuckypenny
Motion Operator: @sean_eccard
Digi: @mathew__stott
Producer: @tylerspaar_
Gaffer: @Brydon.mp4
Runners: @emily.krum @issyspanos
Set design: @amibilske @annotate.agency
Studio: @annotate.lab
Styling: @jasmineknights_ @thebillabon
MUA: @nellieplayfootmakeup
Content: @brigittedamico @alyssadamico
Talent: @vanessaslamin @madeleinesacchetta @sofiaacampagna @abuk.y @kurtcoleman

The average person loses 300–400ml of water through their skin daily. More if stressed.

We worked on creating a fully realised universe around the irony, and the product positioned to exist inside it.

A 90s civic office world: drop ceilings, venetian blinds, carpeted textures and austere grey thanks to weapon up a ladder @amibilske @annotate.lab
@vanessaslamin moves through an ordinary day that is slowly drying her out at a cellular level. The tone is dry — ‘it all just feels a bit, dry?’ cameo from @kurtcoleman
Sound design delivered in the slight off-kilter quality from the plasticky click of an IBM keyboard, the hum of institutional architecture and involuntary glug of the water cooler thanks to @pene.lopestudios

Brand strategy, creative direction, copywriting and design by us.

Team Prime: @withprimeskin @janatangalakis @torimitzia
Creative direction: @sonnet_studios @elizahillcreative
Production Studio: @pene.lopestudios
DOP / Director: @luuckypenny
Motion Operator: @sean_eccard
Digi: @mathew__stott
Producer: @tylerspaar_
Gaffer: @brydon.mp4
Runners: @emily.krum @issyspanos
Set design: @amibilske @annotate.agency
Studio: @annotate.lab
Styling: @jasmineknights_ @thebillabon
MUA: @nellieplayfootmakeup
Content: @brigittedamico co @alyssadamico
Talent: @vanessaslamin @madeleinesacchetta @sofiaacampagna @abuk.y @kurtcoleman

Prime Skin asked us to build a campaign around one insight: the average person loses 300–400ml of water through their skin daily. More if stressed.

Drink Up: a 3-in-1 whipped cream moisturiser, barrier mask, and primer that addresses what modern life quietly does to our skin at a cellular level: screen time,  recycled office air, the third coffee on an empty stomach and cortisol spikes before 10am.

We worked on creating a fully realised universe around the irony, and the product positioned to exist inside it.

Communicating clinical language without losing @withprimeskin signature warmth or community. Drink Up reframes hydration as a daily support system for skin that has been working just as hard as you have.

Prime Skin asked us to build a campaign around one insight: the average person loses 300–400ml of water through their skin daily. More if stressed.

Drink Up: a 3-in-1 whipped cream moisturiser, barrier mask, and primer that addresses what modern life quietly does to our skin at a cellular level: screen time,  recycled office air, the third coffee on an empty stomach and cortisol spikes before 10am.

We worked on creating a fully realised universe around the irony, and the product positioned to exist inside it.

Communicating clinical language without losing @withprimeskin signature warmth or community. Drink Up reframes hydration as a daily support system for skin that has been working just as hard as you have.

Prime Skin asked us to build a campaign around one insight: the average person loses 300–400ml of water through their skin daily. More if stressed.

Drink Up: a 3-in-1 whipped cream moisturiser, barrier mask, and primer that addresses what modern life quietly does to our skin at a cellular level: screen time,  recycled office air, the third coffee on an empty stomach and cortisol spikes before 10am.

We worked on creating a fully realised universe around the irony, and the product positioned to exist inside it.

Communicating clinical language without losing @withprimeskin signature warmth or community. Drink Up reframes hydration as a daily support system for skin that has been working just as hard as you have.

Skincare|beauty with multipurpose minimalism.

Sonnet first partnered with Prime Skin to uncover the brand’s core identity, creative direction and supporting brand system.

Next-gen beauty for Prime is about intentional, multi-tasking skincare that rejects overcomplicated “more is more” beauty industry routines in favour of high-efficacy simplicity, delivered through innovative applicator technology and hybrid formulas. We don’t need more products and another step in our routines - we need better products that are multipurpose.

We worked with Prime last year on their Glass Skin NPD rollout.

@withprimeskin
@sonnet_Studios
@elizahillcreative
@gracesedit
@annotate.lab
@trinity.castellanos
@stephvoulgaris
@annalisedalins_
@stephcammarano
@jasmineknights_

Skin-first portraiture, Glass Skin and multipurpose beauty frame by frame.

@withprimeskin
@sonnet_Studios
@elizahillcreative
@gracesedit
@annotate.lab
@trinity.castellanos
@stephvoulgaris 
@annalisedalins_
@stephcammarano
@jasmineknights_

Skin-first portraiture, Glass Skin and multipurpose beauty frame by frame.

@withprimeskin
@sonnet_Studios
@elizahillcreative
@gracesedit
@annotate.lab
@trinity.castellanos
@stephvoulgaris 
@annalisedalins_
@stephcammarano
@jasmineknights_

Skin-first portraiture, Glass Skin and multipurpose beauty frame by frame.

@withprimeskin
@sonnet_Studios
@elizahillcreative
@gracesedit
@annotate.lab
@trinity.castellanos
@stephvoulgaris 
@annalisedalins_
@stephcammarano
@jasmineknights_

Skin-first portraiture, Glass Skin and multipurpose beauty frame by frame.

@withprimeskin
@sonnet_Studios
@elizahillcreative
@gracesedit
@annotate.lab
@trinity.castellanos
@stephvoulgaris 
@annalisedalins_
@stephcammarano
@jasmineknights_

The Prime visual world was defined by three distinct directions:
+ Skin-first portraiture 
+ The Prima ballerina - graceful but not precious
+ Functional and intelligent applicator packaging to take with you - also graceful but not precious

The campaign art direction leans into this prima ballerina narrative that subverts our existing ideas of ‘beauty’; the rollout strategy leans intimate and participatory, building a community of lovers of the multipurpose applicators on-the-go.

@withprimeskin
@sonnet_Studios
@elizahillcreative
@gracesedit
@annotate.lab
@trinity.castellanos
@stephvoulgaris 
@annalisedalins_
@stephcammarano
@jasmineknights_

The Prime visual world was defined by three distinct directions:
+ Skin-first portraiture 
+ The Prima ballerina - graceful but not precious
+ Functional and intelligent applicator packaging to take with you - also graceful but not precious

The campaign art direction leans into this prima ballerina narrative that subverts our existing ideas of ‘beauty’; the rollout strategy leans intimate and participatory, building a community of lovers of the multipurpose applicators on-the-go.

@withprimeskin
@sonnet_Studios
@elizahillcreative
@gracesedit
@annotate.lab
@trinity.castellanos
@stephvoulgaris 
@annalisedalins_
@stephcammarano
@jasmineknights_

The Prime visual world was defined by three distinct directions:
+ Skin-first portraiture 
+ The Prima ballerina - graceful but not precious
+ Functional and intelligent applicator packaging to take with you - also graceful but not precious

The campaign art direction leans into this prima ballerina narrative that subverts our existing ideas of ‘beauty’; the rollout strategy leans intimate and participatory, building a community of lovers of the multipurpose applicators on-the-go.

@withprimeskin
@sonnet_Studios
@elizahillcreative
@gracesedit
@annotate.lab
@trinity.castellanos
@stephvoulgaris 
@annalisedalins_
@stephcammarano
@jasmineknights_

The Prime visual world was defined by three distinct directions:
+ Skin-first portraiture 
+ The Prima ballerina - graceful but not precious
+ Functional and intelligent applicator packaging to take with you - also graceful but not precious

The campaign art direction leans into this prima ballerina narrative that subverts our existing ideas of ‘beauty’; the rollout strategy leans intimate and participatory, building a community of lovers of the multipurpose applicators on-the-go.

@withprimeskin
@sonnet_Studios
@elizahillcreative
@gracesedit
@annotate.lab
@trinity.castellanos
@stephvoulgaris 
@annalisedalins_
@stephcammarano
@jasmineknights_

BTS frames from @withprimeskin Glass Skin campaign

Ice - @navystrengthiceco
@withprimeskin
@sonnet_studios
@elizahillcreative
@gracesedit_
@annotate.lab
@annalisedalins

DITL of a PRIME(a) Ballerina

@withprimeskin
@stephvoulgaris

@gracesedit_
@annotate.lab
@trinity.castellanos
@stephvoulgaris 
@annalisedalins_
@stephcammarano
@jasmineknights_

Skincare|beauty with multipurpose minimalism.

Sonnet first partnered with Prime Skin to uncover the brand’s core identity, creative direction and supporting brand system.

Next-gen beauty for Prime is about intentional, multi-tasking skincare that rejects overcomplicated “more is more” beauty industry routines in favour of high-efficacy simplicity, delivered through innovative applicator technology and hybrid formulas. 

We don’t need more products and another step in our routines - we need better products that are multipurpose.

We worked with Prime last year on their Glass Skin brand rollout — and here I am sharing it 12 months later — on the launch of their latest campaign (I won’t wait 12months to post that one). C’est la vie.

Skincare|beauty with multipurpose minimalism.

Sonnet first partnered with Prime Skin to uncover the brand’s core identity, creative direction and supporting brand system.

Next-gen beauty for Prime is about intentional, multi-tasking skincare that rejects overcomplicated “more is more” beauty industry routines in favour of high-efficacy simplicity, delivered through innovative applicator technology and hybrid formulas. 

We don’t need more products and another step in our routines - we need better products that are multipurpose.

We worked with Prime last year on their Glass Skin brand rollout — and here I am sharing it 12 months later — on the launch of their latest campaign (I won’t wait 12months to post that one). C’est la vie.

It ain’t much, but it’s honest work.

Wrapping up 2025 with our incredibly dear-to-meteam and family. Nothing but gratitude!

It ain’t much, but it’s honest work.

Wrapping up 2025 with our incredibly dear-to-meteam and family. Nothing but gratitude!

It ain’t much, but it’s honest work.

Wrapping up 2025 with our incredibly dear-to-meteam and family. Nothing but gratitude!

It ain’t much, but it’s honest work.

Wrapping up 2025 with our incredibly dear-to-meteam and family. Nothing but gratitude!

It ain’t much, but it’s honest work.

Wrapping up 2025 with our incredibly dear-to-meteam and family. Nothing but gratitude!

It ain’t much, but it’s honest work.

Wrapping up 2025 with our incredibly dear-to-meteam and family. Nothing but gratitude!

It ain’t much, but it’s honest work.

Wrapping up 2025 with our incredibly dear-to-meteam and family. Nothing but gratitude!

It ain’t much, but it’s honest work.

Wrapping up 2025 with our incredibly dear-to-meteam and family. Nothing but gratitude!

On location in Warrandyte this week with @worldofsiha

Slide 5 for ‘why don’t we live in Warrandyte?’

More to come.

Production:
@lauraroodhouse
@arch_and_co
@elizahillcreative
@gracesedit_

On location in Warrandyte this week with @worldofsiha

Slide 5 for ‘why don’t we live in Warrandyte?’

More to come.

Production:
@lauraroodhouse
@arch_and_co
@elizahillcreative
@gracesedit_

On location in Warrandyte this week with @worldofsiha

Slide 5 for ‘why don’t we live in Warrandyte?’

More to come.

Production:
@lauraroodhouse
@arch_and_co
@elizahillcreative
@gracesedit_

On location in Warrandyte this week with @worldofsiha

Slide 5 for ‘why don’t we live in Warrandyte?’

More to come.

Production:
@lauraroodhouse
@arch_and_co
@elizahillcreative
@gracesedit_

On location in Warrandyte this week with @worldofsiha

Slide 5 for ‘why don’t we live in Warrandyte?’

More to come.

Production:
@lauraroodhouse
@arch_and_co
@elizahillcreative
@gracesedit_

Ai could never.

Content strategy, ideation and production for @shorttalk.co cards with Care Factor.

Ai could never.

Content strategy, ideation and production for @shorttalk.co cards with Care Factor.

Ai could never.

Content strategy, ideation and production for @shorttalk.co cards with Care Factor.