Kiehl’s – Men Need Kiehl’s Campaign

Creative and On-Set Creative Direction.

To show the cult appeal that Kiehl’s has among men – and recruit new male customers to the brand – the brief was to create a suite of social-first assets featuring Kiehl’s Ultra Facial Cleanser and Ultra Facial Cream, the brand’s no.1 moisturiser.

Shot at Bondi Beach – across the outdoor gym, skate park and in the surf – the #MenNeedKiehls campaign celebrates the brand’s effortless cool and highlights the ease and effectiveness of the products, showing how they fit into men’s lives.

The concept was inspired by Kiehl’s birthplace of NYC, with its bustling streets and fast pace, and how that energy could translate into the Australian way of life. This was brought to the forefront through the notion of movement, sport, and Australia’s active lifestyle – our “lifestyle sport.” Through a series of vignettes, a dynamic visual narrative follows multiple characters who embody this spirit, illustrating why men need Kiehl’s. The edit employs varied pacing and transitions as visual cues, tying back to the overarching theme of movement and lifestyle sport.

Director: Simon Eeles
DOP: Jack Birtles
Photographer: Oliver Begg
Talent: Noa, Enoch, Dave, Zigi
Wardrobe: Pat Zaczkiewicz
Skin: Molly Warkentin
Hair: Kyye
Creative Director: Olga Okun

In collaboration with Medium Rare and Kiehl’s.

Head of Creative Production: Chantelle Love
Creative Producer: Lauren King