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FACEGYM x MECCA
PROJECT TYPE
Creative Direction, Art Direction, Social-First, Video Editing, Motion Design, Digital Design
YEAR
2023
FaceGym’s debut in the Australian market faced low consumer awareness. As its first regional launch, the brand needed to build local relevance, drive discovery, and stand out in a crowded beauty landscape. The challenge was to introduce FaceGym’s identity to a new audience while maintaining consistency with the global “World Tour” campaign and effectively integrating with local retailer MECCA.
I adapted the global campaign for Australia through influencer activations, geo-specific UGC, and immersive event-led content. Collaborating with MECCA, I evolved the creative to bridge both brands using bold visuals, kinetic type, and dynamic animation. On the ground in Australia, I worked closely with FaceGym’s Head of Events and Inge to capture viral moments live as they happened—quickly turning them around for social with strong branded visuals. This localisation boosted awareness, organic traffic,
and SERP visibility.
TEAM - Creative Director Inge Theron, Social Manager Katie Wateridge,
Motion, Art Direction & Production Charly Hoyle
