Havas Malaysia and Directors Think Tank’s Chevie Law capture every mood with Rexona
At the heart of Rexona’s latest campaign, “Unlock Your 100 perSCENT”, is a collaboration between client Unilever (Malaysia), agency Havas Malaysia, and Director’s Think Tank’s Chevie Law. Together, they bring to life an energetic journey of self-discovery, following a young woman through the many layers of her day – ambitious everywhere, fearless on the rock wall, warm at her flower stall, and confident in front of the camera. Each shift in environment unlocks a different side of her personality, visually mirrored by the three fragrance variants.
Law, whose storytelling lens brings style and authenticity to every frame, elevates the concept into a narrative that feels both relatable and aspirational. Her direction captures the fluidity of modern life and how scent can accompany, shape, and amplify identity. By weaving together moments of strength, charm, and poise, Law translates Havas’ sharp concept into a campaign that is as cinematic as it is personal — ensuring Rexona’s Perfume Collection resonates with a new generation seeking self-expression in every detail.
“I’m truly grateful to have been entrusted with this project,” shares Law. “I’m thankful for the chance to work on this with Rexona and Havas. It was a joy to collaborate with a team that gave me the freedom to explore the idea, and I’m proud of what we created together.”
Law also highlighted the contribution of Tank3 Asia, noting that the post house: “Did brilliant work on the fruit demo in the film, giving their full support throughout — it really elevated the final piece.”
With Havas’ creative vision and Law’s contemporary direction, Unlock Your 100 perSCENT positions Rexona at the intersection of functionality and fashion — a fragrance-driven campaign that empowers confidence in every moment.
