NIVEA x Vogue x We Are Kindred – Product Launch Campaign

Role: [Creative Direction · Campaign Concept · Content & Asset Development]

creative direction

Directed the campaign celebrating NIVEA’s Black & White deodorant range, in collaboration with Australian fashion label We Are Kindred and Vogue. This project was part of a series where NIVEA partnered with three Australian designers, each creating a limited-edition can reflecting their signature aesthetic.

Creative Concept & Brand Alignment

For this edition, We Are Kindred brought their romantic, vintage-inspired prints to the forefront, designing a bespoke deodorant can that paired NIVEA’s product innovation with their feminine design language. The campaign aimed to bridge the world of fashion and skincare, highlighting how the product could fit effortlessly into a stylish, contemporary wardrobe.

The broader concept celebrated self-expression through fashion, with the product positioned as a reliable companion to high-end pieces - protecting fabrics while embracing bold style.

Visual Direction & Output

The creative direction reflected We Are Kindred’s floral, ethereal world - using soft lighting, natural outdoor settings, and flowing fabrics to mirror the delicacy and grace of the fashion brand. The shoot was carefully styled to complement the limited-edition packaging design and maintain aesthetic cohesion across all platforms.

Deliverables included a video content series, Vogue print and online features, social media assets, and digital advertising. Each piece was tailored to showcase both the designer’s ethos and the functional benefit of NIVEA’s product.

Campaign Reach

This collaboration successfully merged beauty, fashion, and storytelling - reinforcing NIVEA’s commitment to innovation while celebrating Australian design. As one chapter in a three-part series, the We Are Kindred campaign offered a romantic and elevated take on personal care marketing.

Vogue online article featuring We Are Kindred here

Photographer: Dunkan Killick
Director: Joshua Heath

Publication: Vogue

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

We Are Kindred photographic portrait of the designers. Creative direction by Elen Le Glanic for the brand collaboration campaign.
Cover Vogue print article double page spread of the We Are Kindred & NIVEA Black & White deodorant collaboration.
First Vogue print article double page spread of the We Are Kindred & NIVEA Black & White deodorant collaboration.
Second Vogue print article double page spread of the We Are Kindred & NIVEA Black & White deodorant collaboration.
Vogue print article double page spread of the We Are Kindred & NIVEA Black & White deodorant collaboration.
Campaign image of model wearing We Are Kindred, photographed indoor styled for the Vogue and NIVEA fashion collaboration.
Hero campaign image of model wearing a floral silk outfit by We Are Kindred, styled for the NIVEA Black & White deodorant launch with Vogue.
Vogue online article preview of the We Are Kindred & NIVEA Black & White deodorant collaboration.
Close-up of the design process of the packaging of Nivea deodorant.
Close-up of packshot highlighting the elegance and lightness of the brand’s signature fabric design.
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