Loccitane
A reminder to slow down.
A seasonal campaign series reframing rest as a necessity rather than a reward.
Take a Break on & for the Earth explores the tension between constant motion and conscious pause. Created for L’Occitane, the series invites restless creative minds to step back and reconnect with the present moment.
The concept builds on a simple thought. If you feel like you don’t have time to take a break, that might be the clearest sign that you need one.
From early concept drawings to the finished visuals, the project reflects a slower rhythm. One that honours both personal well being and the responsibility we carry for the planet.
The loudest season
During the holiday season, beauty brands compete for the same attention, urgency and reasons to buy.
L'Occitane has always stood for more than product. We focused on changing the emotional rhythm of the season rather than adding to its noise.
The idea
If you feel like you don’t have time to pause, that might be the clearest sign that you need to. That became the foundation of the campaign. A simple thought that reframes rest not as indulgence, but as necessity.
We developed two series that ran from October to December. The first focused on self-care and mental stillness. The second followed the winter moon phases as a metaphor for reflection and renewal. Different expressions built around the same organising principle: making space for stillness.
Concept
The visual language mirrors the message itself.
Quiet compositions, hand-drawn elements and generous pacing create moments of pause within an otherwise crowded feed.
Nothing asks for attention. Everything invites people to stay a little longer.
Presence
In a season shaped by consumption, choosing stillness becomes a strategic decision. The campaign shifts the focus from urgency to awareness, from output to presence, from buying to being.
Scope
Art Direction, Digital Campaign, Motion & Animation, Copywriting
