Produced a campaign video to resolve the negative recognition on armpit & deodorant through the hidden camera video. The target is asked to choose the word related to the image of closed up armpit and they naturally choose negative words. As the camera draws out to show the full image of women living intensive lives: a woman having a conference with raised arm, a woman studying while tying her hair, woman making a sculpture with raised arm. The target changes the word they choose as they see the full picture. The hidden camera build recognition that armpit is beautiful and confident while delivering the necessity of deodorant.