What it had to solve
Skincare ads run on delicate poses, romantic close-ups and pristine visuals. Chicnutrix Glow — effervescent glutathione tablets for glowing skin — asked Talented for something unpredictable, a language the category hadn't seen.
The idea
'100% Japanese glutathione warrants Japanese storytelling': the beauty film is shot as an anime battle, star Sreeleela a warrior fighting dark spots.
How it works
Talented creatives Aarushi Raghwa and Malvika Thirani studied anime's pacing, tropes, soundscapes and exaggerations; director Misha Ghose choreographed defence poses with Sreeleela on set; Paper Boat Studios animated the anime layer, from bokeh effects to strokes and sparkles. The film runs across Meta, YouTube and OTT.
What it did
No view or sales figures were reported. The film gave the brand an anime visual language ('Sailor Moon meets skincare') and ran across Meta, YouTube and OTT platforms.
Background
In September 2025, skincare brand Chicnutrix launched 'Glow Mode On', a campaign that trades the category's soft light and slow pans for anime fight sequences. Conceptualised by agency Talented and animated by Paper Boat Studios, it transforms lead actress Sreeleela into an anime warrior battling dark spots and pigmentation.
The logic is written into the product: Chicnutrix Glow contains 100% Japanese glutathione, so, as the brand put it, Japanese storytelling follows. 'Choosing anime wasn't just about standing out,' said Rohan Manglani, head of marketing at Fast&Up & Chicnutrix — 'the art form, deeply rooted in Japan, also beautifully echoes our core USP.'
The team says it studied anime's pacing, tropes and soundscapes to do justice to the art rather than just borrow its look. 'This was the first time I was shooting a beauty film and choreographing defence poses at the same time,' said director Misha Ghose, crediting Paper Boat Studios for details 'from the bokeh effect to strokes and sparkles'.
Why it lands
Category conventions are named and inverted inside the work itself — the brief was literally 'a beauty film that doesn't look like one'.
The anime style isn't borrowed decoration: it is argued from the product's Japanese glutathione USP, so the style carries the message.
A clean division of labour: live-action defence poses choreographed on set, the anime layer — bokeh, strokes, sparkles — added by the animation studio.
What you can take
Let the product's origin pick its own style: a Japanese-ingredient USP licensed anime aesthetics, making 'different' feel inevitable rather than gimmicky.
Since then
The film runs across Meta, YouTube and OTT platforms. No engagement or sales results were reported in the source.
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