NIVEA x By Johnny x Vogue – Product Launch Campaign

Role: [Campaign Art Direction, Video Direction, Content Production, Styling Supervision]

Campaign Concept

Developed and led the creative execution for the NIVEA x By Johnny partnership, one of three exclusive fashion collaborations launched for the Black & White deodorant range. The limited-edition can design was inspired by Johnny Schembri’s signature aesthetic - bold shapes, clean lines, and a confident yet playful attitude.

The campaign focused on aligning product benefit with By Johnny’s fashion-forward ethos, spotlighting the deodorant’s ability to protect clothing and preserve polished silhouettes. Visuals, motion content, and editorial storytelling were developed across Vogue’s platforms to connect the functional performance of NIVEA with the stylistic values of a modern Australian designer.

Designer & Inspiration

Johnny Schembri is known for designing structured, minimalist garments that deliver impact through silhouette and colour. His bold, geometric collections strike a balance between elegance and everyday wearability - qualities that directly align with the deodorant’s purpose: to protect garments and maintain their vibrancy.

Visual Direction & Editorial Execution

The campaign’s art direction reflected By Johnny’s graphic clarity and minimalism. Angles, reflections, and bold framing devices were used to echo his geometric style, while controlled lighting and colour blocking evoked the precision of his work.

To elevate the deodorant’s presence, it was treated as a design object - styled alongside the fashion pieces in sculptural compositions. The editorial content explored Johnny’s process, inspirations, and the intersection between personal style and garment care.

Multi-Platform Rollout

  • Editorial imagery and feature in Vogue print and online

  • Short-form video content and designer interview

  • Social-first assets styled for both NIVEA and Vogue channels

  • Digital ad formats showcasing product and can design

The campaign successfully positioned NIVEA’s Black & White range as a product that complements and supports bold fashion choices — marrying high-performance care with high-impact design.

Vogue online article featuring By Johnny here

Photographer: Dunkan Killick
Director: Joshua Heath
Music: Joaquim Cornejo, Gotopo

Publication: Vogue

Discipline(s): Art Direction, Video production, Print, Digital, Photoshooting, Social content

Portrait of the designer captured from the NIVEA x By Johnny campaign photoshoot, providing insight into the creative process. Art direction by Elen Le Glanic.
Still life composition featuring the dress and geometric shapes and sculptural lightplay, reinforcing the campaign’s graphic tone.
Editorial portrait of Johnny Schembri in studio, showcasing his clean aesthetic and the designer's collaboration with NIVEA and Vogue.
Models wearing a structured By Johnny outfit in black and white, styled to reflect the bold geometry of the limited-edition NIVEA can.
First double-page spread in Vogue magazine featuring the NIVEA x By Johnny campaign, illustrating the collaboration between skincare and fashion. Creative direction by Elen Le Glanic.
Second double-page spread in Vogue magazine featuring the NIVEA x By Johnny campaign, illustrating the collaboration between skincare and fashion. Creative direction by Elen Le Glanic.
Third double-page spread in Vogue magazine featuring the NIVEA x By Johnny campaign, illustrating the collaboration between skincare and fashion. Creative direction by Elen Le Glanic.
Cover of Double-page spread in Vogue magazine featuring the NIVEA x By Johnny campaign, illustrating the collaboration between skincare and fashion. Creative direction by Elen Le Glanic.
Artistic still life of the limited-edition NIVEA Black & White deodorant placed on contrasting black and white fabric, highlighting the product's design. Art direction by Elen Le Glanic.
Vogue online article of the limited-edition NIVEA Black & White deodorant, highlighting the product's design. Art direction by Elen Le Glanic.
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