JOAH, a brand rooted in K-beauty, aimed to showcase how their products outperformed some of the industry's leading names. The challenge was to break through the clutter and boldly communicate their superior results to consumers.

We crafted a series of engaging commercials with a "Sorry, not sorry" attitude, highlighting JOAH’s confidence and willingness to challenge the status quo. The content emphasized real results and JOAH’s commitment to quality.

The campaign struck a chord, highlighting products like their Mascara, which outperformed the #1 prestige mascara in consumer tests, boosting JOAH’s visibility and reinforcing their place as a disruptor in the beauty world​.