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Client: Super-Pharm
Type: Broadcast + Experiential
Focus: Beauty Retail / Social Content

Overview
Super-Pharm, Israel’s leading beauty retailer, launched the second season of its Beauty Vlogger Academy—a unique program to train and spotlight the next generation of Israeli beauty influencers. With few established beauty YouTubers in the local market, the brand stepped in to empower emerging creators and cement its status as a beauty authority.

Creative Solution
To promote the Academy, we crafted a striking commercial built entirely around seven hand-made video frames—each constructed from paper, cardboard, and kinetic elements like folding mechanisms, LED lights, and spinning cogs. These analog frames served as both stage and storytelling device, requiring months of planning and perfectly-timed choreography between the actress and hand-operated props.

The campaign’s craft-first aesthetic extended into a full 360° rollout: digital banners, web design, merchandise, and more—bringing the same handcrafted magic to every touchpoint. The campaign website provided registration, syllabus info, event highlights, and profiles of judges and lecturers.

Created in collaboration with: the exceptionally talented Carmel Gilan and Eran “Shushu” Spanier.

Impact
More than just a campaign—it became a cultural platform. Beauty Vlogger Academy resonated with Gen Z creators and beauty fans alike, boosting engagement and reinforcing Super-Pharm’s role in shaping Israel’s beauty scene.

The crafted paper elements featured  in the video, starred as key visuals throughout the 360 campaign, included web designs, banners and even merchandise for the academy.

The website included registration and explanation regarding the Academy purpose, syllabus, events, lecturers and judges.