MAX FACTOR
Facing a category that was being challenged on every social channel, upsetting traditional product messaging Max Factor had to do something differently. Our audience told us outright that beauty brands were out of sync with what it’s like to be a women today. To add to this, Max Factor was facing it's own brand crisis: It wasn’t seen as aspiring, nor was it talked about – and crucially, it had nothing to “wow" in-store. Our task was to reclaim and own “glamour” when glamour was being eroded by modern life.
Our campaign platform #makeglamourhappen started by mobilising our make-up artist network. We asked each artist to define what glamour meant to them, personally. A bold a call to inspire you to find your own glamour.
To authentically re-engage with our audience, we centred activity around the makeup process itself with a pop-up glamour studio – show you how to create glamour regardless. This allowed us to have impromptu shoots as well as more choreographed moments with talent and influencers. More importantly, it gave our audience the chance to have glamour land in the middle of their Saturday morning shopping experience, and re-appraise Max Factor as a "wow" brand.
We actively encouraged women to share #makeglamourhappen on social which in turn helped spread the conversation.
#makeglamourhappen is a truly global social campaign platform that allows markets different levels of effort, running for over 6 months and generating thousands of tweets, shares and engagements. Fans were able to engage and simply enjoy the feeling of being glamorous without any of the associated guilt. It allows all women to choose their own version of glamour and be bold about it without fuss or conceit.
Studio: Leo Burnett Holler / Creative Direction: Chomoi Picho-Owiny
More work
Tommee Tippee The Boob LifeInstagram, PR
Meta Queens of the MetaverseInstagram, AR + VR, Influencer, Talent, PR
Burberry Love the Spoken WordBrand Film, Talent, Editorial
Bloomberg Art + TechnologyYoutube, Editorial
Netflix Ada TwistYoutube, Editorial
Logitech Worklife UpgradedTikTok, Instagram, Facebook, Influencer, Advertising
Gousto DNA DishesInstagram, Talent, PR
Speedo Swim StoriesInstagram, Editorial
Rimowa Every Dent Tells a StoryBrand Photography, Editorial
You Don't Own MeCommission
UN Women Draw the LineCampaign
Dove Hair TalkEditorial, Photography, Design
Vodafone Brand IdentityBrand Identity
Popeyes Make it PopInstagram, PR
Google The History of UsSocial
Mayor of London Air PollutionAdvertising, Stunt
vitaminwater Shine Bright StudioExperiential, Film, Influencer, Social
UBS Are You Investing in What Matters to You?Editorial, Design, Advertising, Instagram, Facebook
Mulberry Audience AnalysisStrategy Report
Hope Not Hate Brand Identity and Website RelaunchBrand Identity
Ophir GinInstagram, PR
Nordic BalanceBrand strategy, Identity, Design, Photography
Mercedes-Benz CLA StorySocial, Talent, Influencer
Skyscanner Through the Eyes of a ChildTV, Advertising, Integrated, Digital
Unilever Walls Ice Cream Share HappyAR, Social
Chomoi Picho-Owiny
Creative Direction
Get Work in Progress (WIP) to your inbox, your download of culture, art + AI
There is only one word for Chomoi. PHENOMENAL. A dream to work with.
A passionate and articulate creative director. He was a great inspiration to the team.
A highly skilled and passionate creative director. A valuable mentor for me.
Chomoi is a true inspiration. I will take so much away from working alongside someone with such an abundance of experience.
An inspiring mentor, and I'd jump at the chance to work with him again.
Insightful, passionate and a genuine creative talent
A rare breed of Creative Director.
He's simply an inspiring professional and a great leader. He always strives to reach creativity excellence with a smile on.
Extremely consultative and collaborative, his ideas were visionary and out of the box.
Highly conceptual and always hands on, Chomoi has been a storm of inspiration in every project I've worked with him.
Chomoi has the ability to come up with original innovative ideas quicker than any other creative director I have worked with.
© Chomoi Picho-Owiny 2025