The story of
GLORIOus TRANSFORMATIONS
sOAP & GLORY
Global Brand Platform
& Creative Evolution
Won the Soap & Glory pitch in 2021, establishing the robust, multi-year global brand platform “Glorious Transformations,” designed for a 3–5 year engagement. Over the past 3 years, been responsible for this platform successfully underpinning over 10 campaigns and product initiatives, driving measurable growth in brand awareness and recall since its inception.
More recently, work involved leading the evolution of the brand platform (2.0) to create a more immersive world, unlocking new product experiences with storytelling at its core bought to life with ai specialists and VR production.
Glorious Wonderland involved a complete overhaul of style codes and reshaping the brand book to engage a younger, digitally native audience. By breaking old-school constraints, we created a modern, social-first, and flexible framework with culture and play at the heart, while preserving a consistent, distinctive brand identity through iconic elements, in-situ branding, and a unique hyper-real aesthetic.
Brand campaign /Social
Role: Creative Director
Agency: The Pharm/VML
Glorious Transformations
The Glorious transformation platform was all about that instant gratification that only a multi-sensorial product can give you.
Each colour, texture and scent holding a world of gloriousness, ready to be released.
We used our products as the catalyst to make you go from feeling zero to glorious in an instant, transforming every moment into an explosion of gloriousness. With a brand new tagline and a TV, social and OOH launch, our campaign transported you to a luxurious spa, without stepping out of your bathroom. Smooth in a snap and bootylicious in a beat - for an instantly glorious you. 29 million views on social later, this is one of Soap & Glory’s most successful campaigns ever.
Global Social Playbook
A key pillar of the work was the creation of a global social playbook, developed in close collaboration with strategy - included client workshops, comprehensive audits of all social outputs, and deep exploration of the brand’s ambitions. The playbook provided a unified approach to global social, setting clear guidance for tone, content, and cultural relevance.
