TJT Creative Lab demonstrates how Somethinc’s Calmdown Series instantly soothes irritated skin

Somethinc, the leading skincare brand in Indonesia, has just launched its newest product line, Calmdown Series. This new range of products is designed to calm sensitive, angry, and irritated skin, instantly providing relief and comfort to those suffering from this issue.

The series features patented active ingredients and technology that instantly soothe irritated skin. This innovative product range results from the vision of Somethinc’s founder, Irene Ursula, who wanted to provide people with a solution to help them easily handle this skin issue.

To promote the Calmdown Series, Somethinc partnered with TJT Creative Lab, which recently launched its second regional office in Jakarta after kicking off in Bangkok in 2018. Together, they devised a funny and relatable storytelling concept to engage and educate audiences about the new product line.

The campaign, launched on March 15, features a series of online films showing what the skin would say if it were a person. The idea is to turn these skin issue into a laughing matter and showcase that with the CALM DOWN! Series, it is no longer a challenging thing to tackle.

“We wanted to elevate Somethinc beyond a product story and create something that would resonate with our audience,” said Irvine Prisilia, ECD of TJT Creative Lab. “We created The Angry Skin Cell to do just that, and we are thrilled with the response we have received so far.”

The campaign also includes over 30 billboard spots all over Indonesia, reaching a wider audience and promoting the benefits of the new product range.

“We love the quirky story of showing our skin cell as an angry skin cell and creating havoc in our skin,” said Calista Primalia, Creative Director of Somethinc. “It is one of those ideas with legs a mile long. Allowing us to expand our messaging across channels and platforms.”

VIEW THE FILM (english subtiles can be turned on)

Credits
Client: Somethinc
Founder: Irene Ursula
Creatives: Calista Primalia, Rika Mandasari
Producers: Nadine Yvette Putri, Fany Lahithany
Creative Agency: TJT Creative Lab
Executive Creative Directors: Irvine Prisilia, Apiwat Pattalarungkhan
Managing Director: Tanner Nagib
Creatives: Boonlaksa Siriwat, Kasinpoj Onicha
Strategic Advisor: Bobon Kurniawan
Producer: Anuchit Sannopphakun
Project Manager: Astrid Azali
Production Support: Harsee Production
Director: Apiwat Pattalarungkhan
Producer: Jaturong Srinawa
Assistant Director: Aomsap Tanaritsuwan
Production Manager: Supachai Chaiyasit, Sunaree Doungka
Editor: Sarawut Kaweethammawong
DOP: Worawoot Sukasem
Colorist: Krittin Pumchaosuan
Art Director : Piyaphat Sang-ngam
Makeup Artist : Thanatouch Kittikunatip
Hair Stylist : Jirapat Thonnoppachat
Stylist: Jaithip Nanthawong
Casting : Kanokon Piyamongkol
VTR: Anuwat Anutaravanichkul
Sound Production: SOS Studio of Sound, Spacebar Audio Production