Capsiol: your hair is your strength
The challenge
Fitofarm is a national pharmaceutical company and one of Ukraine's top 10 drug makers by sales.
Over the years it has earned the trust of hundreds of thousands of Ukrainians. The company was launching a new hair growth product, Capsiol — an effective remedy that improves scalp nutrition and fights hair loss. Its active ingredients help restore hair, stimulate hair follicles and fight dandruff. The hair care market keeps growing, so consumers want not just a new product with competitive advantages but an effective solution that actually fixes the problem. One more challenge for this campaign: “folk remedies” and scams selling dubious products, which are everywhere on the market and make consumers distrustful. With these two factors in mind, we got to work.
The result
Our team set two goals: bust consumers' myths about tinctures and mixtures made from “folk” recipes, and help the company enter the market with a new product that would become a favorite with its target audience.
We wanted to show all the product's benefits and land the key message: natural restoration of hair growth. After researching the target audience's problems, we built a clear storyline: a woman notices a problem and finds the solution — Capsiol. The main focus was on visual associations: the purple pack, echoed in the imagery on screen, made the product easy to recognize. And we expressed the value of “natural strength” with live tulips in the frame. The result was a high-quality promo video that the client used to promote the product on TV and social media.
Credits
- Director
- Yurii Kovalov
- DP
- Serhii Smychok
- Creative
- Vitaliy Sobolevskiy
- Producer
- Anastasiia Nesterova
- Production designer
- Nadya Yupiter
- 1st AD
- Anastasiia Soviak-Krukovska
- Gaffer
- Zhenya Malyk
- Editor
- Borys Vasiutynskyi
- Motion graphics
- Yura Kravchuk
- Playback
- Max Levchenko
