ChapStick: The Art of Romantic Endurance

Chapstick

#1: Tying Cherries

To revitalize ChapStick’s appeal, I conceptualized a playful campaign that repositioned the product from a basic utility to a ‘performance’ essential for romantic endurance. Through handcrafted clay dioramas and original photography, I depicted characters undergoing absurd training scenarios—like tying cherry stems and holding their breath underwater—to prepare for the perfect kiss. By framing lip care as the only training required to ‘Kiss Longer,’ the campaign replaced dry functional specs with a witty brand narrative.

#3: Holding Breath