Massage Envy: Start With a Facial by Fallon
- Location:
Massage Envy, the largest provider of professional skincare services in the country, launched a new campaign 'Start with a Facial' to encourage us to think of facials as smart, routine skin maintenance.
The campaign flips luxury on its face to normalize skincare as less of a treat and more of a recurring self-care routine like getting a haircut. The creative breaks down the perception that facials are for the privileged few, and ladders up to Massage Envy’s 'Keep Your Body Working' brand idea.
Comedic celebrities Vanessa Bayer and Arturo Castro star in the spots shot mostly unscripted, relying on their trademark improvisational skills. The down-to-earth actors appear up close and personal getting a complete facial with the camera rolling as they deliver honest reactions to the work of a Massage Envy licensed esthetician. Breaking from the convention of soothing music and cucumber eyes, comedy reinforces the everyday normality of skincare as these unexpected actors, not known as beauty influencers, show how approachable skincare can be.
Credits
Client: Massage Envy
Kathy Collins, CMO
Jeanna Corley, VP Digital Strategy & Analytics
Phillip McKee, Director of Marketing Strategy & Media
Agency: Fallon
Patrick Figueroa, Executive Creative Director
Joe Johnson, Creative Director
Kelsey O’Briant, Art Director
Christine Taffe, Copywriter
Pat Sidoti, Head of Production
Patrick Gantert, Producer
Erin Tait, Group Strategy Director
Marc Mason, Group Account Director
Kelly Holley, Account Director
Julia Frayne, Account Manager
Greg Swan, Director of Social
Mara Keller, Social Media Strategist
Sadie Hedge, Social Media Strategist
Production company: Caviar
Director: Dave McCary
Executive producers: Michael Sagol, Jasper Thomlinson, Kim Dellara, Casey Wooden
Line producer: Maggie McLean
Edit: Whitehouse
Editor: Brian Gannon
Edit assistants: Joe Cull and Nelson Mustain
Senior producer: Annie Maldonado
Producer: Jordan Stricklin
Color grade: MPC
Colorist: Kris Smale
Executive Producer: Meghan Lang
Producer: Sasha Pace
Post production: MPC
Flame artist: Alex Kolasinski
Executive Producer: Elexis Stearn
Producer: Ciaran Birks
Mix: Eleven Sound
Mixer and sound designer: Ben Freer
Assistant mixer: Andrew Smith
Executive producer: Melissa Elston
Producer: Imani Franklin
