Oxy

For Every Kind of Ne

It was in all our bathrooms and on all our faces growing up. OXY was our go-to acne fighter. But now the challenge was bigger than a prominent pimple on prom night. It was to reintroduce OXY as an effective, empowering acne-care brand to a new Gen Z audience. We built a bold, colourful visual language — from logo to packaging, photography to campaign — that reframed acne as the villain and OXY as the superpower needed to defeat it. All inspired by Gen Z’s love of nostalgia and self-expression, and our own memories of annihilating acne.