CHRISTMAS CAMPAIGN

For Christmas, Naïma wanted to turn its first Advent calendar into a beauty story. The challenge?
To go beyond simple storytelling and truly enhance the Retailer’s positioning and identity.
We took on the challenge by creating a contemporary fairy tale that puts Naïma’s vision of beauty at the centre.

Every kind of Beauty is unique and unrepeatable: every person carries a story that deserves to be discovered and brought to light.

The Campaign concept celebrates this vision by inviting people to experience the magic of Christmas first-hand: not as spectators, but as protagonists of a story that renews itself day after day.

We created a film that seamlessly weaves together AI and live action.

All the magic lives in AI: the paper-art animations, the advent calendar inspired by fairy-tale books. We chose instead to keep the models, the products and their application in live action, to ensure a perfectly crafted and authentic portrayal of the film’s true protagonists.

In this way, the contemporary fairy tale of the Naïma world takes shape in the spot: a place where every consumer can rediscover their own beauty story, with authenticity, emotion and a touch of magic.

The campaign is on air on TV, with Disney+ as the main platform: a choice driven both by the consistency with the campaign’s narrative universe and by its affinity with the target audience.

The project also lives in an integrated way across print, social and digital, as well as through materials and activations supporting the stores, with a media plan designed to enhance the in-store experience and strengthen the link between the brand story and people’s real-life experience.