Olay encourages women to rethink ageing via online film produced by Beautiful Pictures
Olay has launched a new online film across Australia, New Zealand, and Thailand. In it women are asked a deceptively simple question: When you look in the mirror, what do you see?
For many, ageing has shaped how they perceive themselves, often with a sense of what’s been left behind. But when shown a photo of their younger selves, a transformation begins, triggering a beautiful shift in perspective. These moments are raw, real, and emotionally powerful, reminding us that age brings not just change, but strength, perspective, and beauty.
At the heart of the campaign is Olay’s message: “Here and now is your best you.”
The film was directed by Shawn Butcher, an internationally acclaimed filmmaker known for his ability to draw out authentic emotion through a refined cinematic lens. His sensitive direction is felt in every frame, balancing vulnerability with strength, and intimacy with polish.
The online film, produced by Beautiful Pictures took place in a custom-built studio environment, minimal, elegant, and purpose-built to reflect Olay’s premium aesthetic. The bespoke set design and thoughtful direction allowed each woman’s story to shine with honesty and emotion.
The campaign reflects a premium brand story told with craft and emotional depth, designed to resonate with women across cultures and geographies.
“It was a privilege to work with Shawn Butcher and help bring Olay’s message to life in such an authentic, human way,” said Kate Downie, Executive Producer at Beautiful Pictures. “We focused on creating a space where real women could speak honestly and Shawn’s approach made that possible. The result is something we’re incredibly proud of.”
Credits
Client: P&G Asia Pacific; Olay
Nitin Darbari, SVP – Malaysia, Singapore and Vietnam and Skin Care AMA • GMG
Abhishek Mittal, Senior Director, Brand Leader, OLAY AMA
Jeune San Juan, AMA Enterprise Market, Sector Communications, Senior Manager • BRD-COM
Tina Chen, Senior Brand Director, Category Desian/Franchise
Paulie Teo, Brand Manager
Production Company: Beautiful Pictures
Executive Producer: Kate Downie
Director: Shawn Butcher
Producer: Gemma Hall
1st Assistant Director: Mark Boskell
DOP: Lewis Potts
Gaffer: Grant Wilson
Grip: Clint Lawrence
Sound Recordist: Gavin Repton
Production Designer: Kylie Clifford
Costume Designer: Texx Montana
Makeup Artist: Kate Farmer
Casting Director: Megan Carpenter @ Toesox
Agency: Publicis PG One Singapore
Ajay Vikram: Chief Creative Officer, SEA
Sarah Ko: Executive Creative Director
Joao Leal Pereira: Creative Director
Josh Galvez: Associate Creative Director
Sheila Gonzales: Associate Creative Director
Inez Jayme: Copywriter
Melanie Low: Head of Production, PG One
Caroline Frances: Senior Producer
Penny Sadlier: Managing Director; PG One
Jordan Price: Regional Head of Strategy
Pamela Lee: Strategic Planner
Khatkhanang Chavalitsakulchai: Group Account Director
Joey Lim: Senior Account Executive