話梅品牌TVC -《你即是“美”》

在美妆市场竞争逐渐白热化的情况下，HARMAY話梅，作为新一代美妆零售品牌，急需打响品牌名声，抢占市场。

希望通过首部品牌TVC，和年轻的消费者做沟通，传递話梅的品牌主张。打造独特話梅美学，引起消费者共鸣，打动更多“話梅少年”，提高忠诚度，也提高品牌价值。

在話梅，消费者可以自由选择不同的美妆产品，这实质上，也是在选择“不同的美”。根据話梅这新型销售模式，提炼全新「美的哲学」。拓宽边界，打破常规的限定，解构一切关于美的思考和流传已久的哲思。

视觉风格强烈，通过超现实、夸张、情绪化场景，去阐述文案，将每句文案用独立场景故事表现出来。设置身份各异、年龄不同的各式角色，对应不同消费群体，演绎出独特态度，引起更广泛且深邃的「美的思考」。
As competition in the beauty market is becoming increasingly fierce, HARMAY, as a new generation of beauty retail brands, is in urgent need of building a brand reputation and seizing the market.Hope to communicate with young consumers, by the first brand TVC, as well as convey HARMAY's brand proposition. Create a unique HARMAY aesthetics, resonate with consumers, impress more "HARMAY boys", increase loyalty, and increase brand value at the same time.In HARMAY, consumers are free to choose different beauty products, which in essence is also choosing "different beauties."According to the new sales model of HARMAY, a new "Philosophy of Beauty" is refined. Broaden the boundaries, break the conventional limitations, and deconstruct all the thought about beauty and the long-lived philosophies.The visual style is strong, using surreal, exaggerated, and emotional scenes to explain the copy, and each sentence of the copy is expressed as an independent scene story.Set up a variety of roles with different identities and different ages, corresponding to different consumer groups, deducting unique attitudes, and eliciting a broader and profound "Thinking of Beauty."