Meet The Angry Skin Cell in New Campaign From Somethinc

The quirky creative campaign shows what your skin would say if it were a person.

Somethinc, a skincare brand in Indonesia, has launched a new campaign pitching its Calmdown Series – a range of products designed to calm sensitive, angry, and irritated skin.

The brand has partnered with TJT Creative Lab for a campaign to engage and educate audiences about the new product line.

The campaign, launched this month with a series of online films showing what the skin would say if it were a person. The idea is to turn this skin issue into a laughing matter and showcase that with the CALM DOWN! Series, it is no longer a challenge.


“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 additionally includes over 30 billboard spots across 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.”


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


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