Beauty SALe
 

Client:
Super-Pharm, a leading pharmacy and beauty retail chain in Israel and Poland, offering a wide range of health, wellness, and beauty products.

Challenge:
How do you capture the expressive, ever-changing nature of nail polish — and celebrate the joyful ritual of choosing a shade — in a way that feels truly artistic and tactile?
The goal was to highlight the summer beauty sale, feature the variety of colors and moods, and do it all without relying on digital effects, staying true to our crafted, movement-driven visual language.

Creative Solution:
We created a vibrant concept where five dancers represented the five fingernails, each constantly transforming their costumes to match the playful indecision of choosing a polish color.
More than 40 unique outfits were hand-sewn, with all costume changes happening live, through choreography and handmade stagecraft — no post-production effects.
This approach, grounded in dance, movement, and handmade visual tricks, became a signature part of Super-Pharm's brand storytelling: celebrating creativity, individuality, and the art of beauty in real, tangible ways.

Impact:

The campaign stood out for its craft, originality, and emotional resonance:

• Featured in AdAge, Ads of the World, Coloribus, and other leading creative showcases

• Strengthened Super-Pharm’s positioning as a beauty destination with artistry at its core

• Sparked greater engagement around the summer sale by offering viewers a mesmerizing, shareable visual experience

This work transformed a seasonal promotion into a living, breathing celebration of self-expression and the art of beauty.