Confidence in every frame: Ulike taps Vantage Pictures for humorous beauty campaign
Ulike, a global beauty tech brand known for its at-home IPL (intense pulsed light) hair removal devices, has carved out a niche by helping women achieve salon-quality results—comfortably, conveniently, and pain-free. As the brand set its sights on the global market, it needed a campaign that went beyond features to speak to something deeper: confidence, intimacy, and self-empowerment.
To bring that message to life, Vantage Pictures, one of Southeast Asia’s most exciting production companies, stepped in to craft this direct to client campaign that was as bold as it was thoughtful. Directed by Alexis Odiowei and shot entirely in Ho Chi Minh City, Vietnam, the four-film series fused situational comedy and emotional honesty to challenge traditional beauty advertising—and connect with women on their own terms.
“At its core, this campaign was about helping women feel confident in their own skin,” said Odiowei. “Whether in an intimate moment or at the beach, we wanted them to feel empowered—not pressured.” The creative team developed two “Leave the Lights On” films centered around women in private, empowering situations, and two comedy-driven spots that played up relatable, awkward moments—with Ulike’s device as the subtle confidence boost in each story.
Navigating a product in the personal care category demanded a careful tone. “We were dealing with something intimate, and didn’t want to alienate or patronize anyone,” said Odiowei. “So the storytelling had to be inclusive, humorous, but always respectful.” That mindset shaped everything from casting to art direction to wardrobe.
Custom-built sets reflected lived-in, realistic spaces—far from the typical sterile or idealized beauty settings. This authenticity was key to breaking beauty tropes and resonating with real women.
“Vietnam allowed us to stretch the budget while still achieving high-end execution,” said James Duong, Executive Producer at Vantage Pictures. “We built four detailed sets, sourced a diverse cast locally and from Bangkok, and worked with some of the best crews in the region.”
With more brands turning to Vietnam for high-end production solutions, Vantage Pictures is leading the way. “Every time we host a new client in Vietnam, they’re blown away by what’s possible here,” added Duong. “From infrastructure to talent, Vietnam is ready for the global stage.”
Credits
Brand: Ulike
Production House: Vantage Pictures
Executive Producer: James Duong
Director: Alexis Odiowei
Producer: Ha Nguyen
1st AD: Chop TN
Storyboards Artist: Phuong Linh
Line Producer: Nguyễn Quỳnh Như
DP: Kelvin Chew Wei Zhong
Art Director: Fosha Zhong
Stylist: Stylus
Location: 618 Team
Catering: Truong Vo Team
Post Supervisor: Blue Dang
Editor: Huy Le
Colorist: Matthew (fmlik)
Sound Design & Mix: Archie
VFX: Basugaa Studio