Bright skin is a sign of beauty in Asia, even for men. So, a lot of people use skincare products to tone up their natural complexion. In a market that is dominated by very functional ads and beauty orientated TVCs depicting alpha males, Pond’s Men wanted to stand out and play with humour to connect with its audience. Also, the product itself is an innovation as it’s the first tone up cream infused with protein. It helps men to not only tone up their skin right after the cream application but for a much longer period of time.

Slapping competitions are rather niche and unofficial. The set was created to make this sport an official and awkward competition. An empty gymnasium with few spectators, very minimalist, to emphasize how weird the competition is. The art direction was very sober and serious reminding the audience that the athletes competing are professionals. The lighting was set to create tension and emphasise the challenge. Everything was pushed to its limit to create an awkward atmosphere between real and invented reality while telling a humoristic story. It’s this contrast that gives the film a subtle dry humour. The art direction was a central piece to take the viewer literally to an unknown world.