Nivea
Body (Anti-Cellulite Cream)
Credit: Director
Production Company: Partizan
Brief: How do you make a woman take care of the part of her body she’d like to hide most?
Solve: Make her proud of it, thanks to the brand that celebrates every square inch of her glorious *#rse.
I can’t take credit for the idea. I won the bid to direct It. And it was so much fun to direct for a female Swedish creative team/powerhouse. It not only felt great to develop the chant track, cast, choreograph, and shoot i, tbut it felt even better to get it out there - especially at a time where bodies that didn’t fit the mold were generally hidden, (let alone celebrated). Once produced, we ran our director’s cut on YouTube. Resulting in explosive chatter within hours; comments ranged from feeling “like sharing this one with the world,” “happy and seen,” to LMAO emojis. (It’s always nice to know we do more than peddle skin cream.)
Composition and Lyrics by Leslie Ali