Wolf BKK and Factory 01 join Cute Press in a visual rebirth of self-expression
“Reborn,” the new campaign from Cute Press My Match, created via Wolf BKK, challenges the long-standing beauty standard that foundation must match your skin tone. It believes that everyone deserves to enjoy makeup without judgment.
“Foundation failed, life ruined.” “Besties don’t let besties wear the wrong shade.” These sayings, passed down through generations in Thailand, were more than just beauty tips—they became pressure points. People were made to believe their foundation had to match their natural skin tone. But in a country that celebrates diversity and embraces every skin color, why does the beauty industry still hold on to outdated norms?
This year, Cute Press took the lead in challenging the standard with My Match Foundation’s 11 shades. Now, your foundation doesn’t have to match your skin tone only, if it matches your heart and your desires. From today, the brand believes makeup shouldn’t be about “right” or “wrong”; it should be about choice, freedom, and self-expression, giving everyone the chance to explore and discover new versions of themselves they’ve never experienced before.
The campaign kicks off with “Reborn”, a new spot directed by Factory 01’s Wuthisak Anarnkaporn. A simple yet powerful short film symbolizing rebirth, which doesn’t mean leaving behind your old self, or rejecting who you are, but celebrating the many versions of yourself that makeup allows you to explore through shades you’ve never tried before, also a new form of self-love. The film closes with Cute Press’s statement for the future of beauty: “Your beauty. Your choice.” This marks only the beginning of the movement, so stay tuned for what’s next.
Credits
Brand: Cute Press
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director: Pathida Akkarajindanon
Senior Art Director: Panupong Putong
Senior Copywriter: Pandarie Somjit
Art Director: Narada Kittikunokorn
Copywriter: Poomrapee Ongardvanish
General Manager: Natdhee Sopondhitipun
Group Communications Director: Sirapa Kanchanasuppawong
Communications Manager: Sawarin Juntaratip
Agency’s Producer: Wissuta Sukksawat
Production Company: Factory01 Co., Ltd.
Director: Wuthisak Anarnkaporn
Director’s Assistant: Mattanee Uajarernsup
Assistant Director: Chaninart Chuehom
Executive Producer: Rungtawan Nanthasaen
Producer: Sawanya Jumchart
Director Of Photography: Abhisit Prasongsup
Gaffer: Witun Sorasit
Production Manager: Boonsita Limprasert
Production Assistant: Duangporn Jaidee
Location Manager: Nisakorn Ngaosri
Location Asst.: Kanit Yodpanya, Sanit tiampeng
Art Director: Wanlop Plumsee
Props Master: Sarunyu Tichampa
Art Crew: Yuttana Ruchapittaya, Pichitpong Lasunon, Phurinut Ajana, Thunwa Choeibandit
Casting Director: Pornthip Mutisom
Asst Casting Director: Chirapan Lertsirimankong
Stylist: Thida Rosthip
Assistant Stylist: Kanokporn Rabiebnaveenurak, Proudpitch Chachavalnanon, Jutarat Niyarom, Nuttanart Thongsukmak
Make Up Artist: Zazee Anchisa
Asst Make Up Artist: Pattawoot, Jennie Monpatsorn
Hair Stylist: Pakin Muenlae
Asst Hair Stylist: Aphisala Ruenthong
Camera Equipment: Alan Camera Co., Ltd
Lighting & Grip Equipment: Tang Lighting
Mechanic Team: The Keeno Go Co., Ltd
Post Producer: Wipawee Khirirat
Editor: Chalermchon Natipat
Assistant Editor 1: Nisarat Meechok
Assistant Editor 2: Marisa Nantawong
Colorist: Rattakhet Naimuang
Post Production: One Cool Production
Post Producer Posthouse: Therdsak Buapian
Flame Artist: Nantachai Samaphutti
Assistant Online Artist: Danai Payattapong
Visual Effects Artist: Sompon Kadsanith
Sound Production: Mellowtunes
Sound Producer : Nattakarn Boonthanom
Sound Engineer: Artit Vongmetta
Announcer: Chaninert Sangrawee
