Rexona
Everest
Our Roles
Art Direction, Film Direction, Visual R&D, CG Production, Key Visual development.
As one of the leading and most innovative thinkers in their category, Rexona always stands out for their bold and forward-facing campaigns. This time, for their new Rexona Everest campaign, we partnered with LOLA in Spain to co-create a new visual language inspired by science, motion and abstraction.
The main focus of Rexona Everest is to highlight their adaptive technology for women-aligned bodies. Most campaigns treat diversity as something visible on the surface. We wanted to go deeper, revealing the complexity that makes every body distinct.
Our creative challenge at Onesal was to portray this diversity of bodies and make it relatable.
The body becomes a graphic silhouette that anyone can identify with, a universal canvas where identity and diversity are carried with pride.
Our concept celebrates this complexity by making the invisible visible, turning the science behind Rexona Everest into a bold visual language.
Instead of relying on familiar archetypes, we created a visual world where diversity is expressed through something relatable to many bodies: heat, color, texture and motion.
Bold silhouettes become universal forms in which any women-aligned body can see itself. Layered motion traces reveal the passage of time and the body’s continuous transformation through different stages..
A vision of diversity that moves beyond labels and celebrates the body as a living canvas of identity, memory and change.
For this campaign, we explored mixed-media developments to expand the concept of diversity throughout the whole process, integrating new techniques and tools across our projects to gain greater control and visual depth in our work.
Using Cinema 4D, Houdini, and TouchDesigner, we created seamless transitions between abstraction and reality.
Infrared heat maps were at the core of the challenge: how to make them visible in a fresh and distinctive way, without relying on the familiar visual clichés typically associated with this effect.
The final outcome and our collaboration with LOLA brought a new visual language to a category often ruled by rigid stereotypes, positioning the Rexona Everest campaign as refreshing and inclusive.
As part of the campaign, we delivered several CGI MOA assets paired with different versions of the commercial, which showed different women in action.