PICKEL WEG.
OHNE COMEBACK.

For Avène’s anti-acne line Cleanance Comedomed, the challenge was unmistakable: the global campaign simply didn’t resonate with the German market. The tone, visuals, and messaging felt disconnected from the younger audience actually navigating breakouts and real skin frustrations.

Working with almost no budget, and only a mix of HQ assets and stock material, we rebuilt the campaign from scratch. Drawing inspiration from the honesty and immediacy of social media, we developed a fresh, relatable voice for Comedomed. A touch of humor made the topic more approachable, turning a sensitive issue into something empowering rather than clinical.

The result: Pickel weg. Ohne Comeback.
A bold, clear idea that resonated instantly. It became one of Avène Germany’s most successful campaign, and its claim remains the product’s defining message.

Client: Pierre Fabre – Avéne
Art Director: Camila Bascon
Scope: Art Direction, Social Media, Influencer Collaboration, SEA.

Social Media —

Campaign Material

Across social, we translated the campaign idea into clear, user-friendly content designed to meet the audience exactly where they are. Reels and carousels focused on practical guidance: how to use the product correctly, how to build an effective acne-care routine, and which Avène products work together to deliver visible results.

Direct, supportive, and grounded in real needs, the content made dermatological expertise easy to understand, turning routine-building into something approachable and empowering for young skin.

Social Media –
NATIVE CONTENT

For TikTok and Reels, we created platform-native ads that put the product at the centre, clear, bold, and fast to understand. Using dynamic transitions, energetic music, and TikTok-inspired pacing, we turned dermatological messaging into something young audiences actually want to watch.

Working exclusively with HQ material and existing footage, we built short, punchy edits that highlighted Comedomed’s key benefit — Pickel weg. Ohne Comeback. — in a way that felt modern and confident. The visuals stayed true to TikTok’s rhythm without imitating raw UGC, combining clarity with a touch of fun to make the product feel both effective and culturally relevant.

Pickel weg. Ohne Comeback. transformed a difficult brief into Avène’s most successful German campaign by anchoring the message in real audience insight, a relatable tone, and a bold, social-first visual approach. Through reframing the idea, reworking the available footage, and embracing a touch of confidence and humor, we created communication that spoke directly to young people dealing with acne, in a way that felt honest, modern, and genuinely useful.

A simple, memorable line became a breakthrough moment for the brand, reshaping how Avène connects with the audience that needs Cleanance Comedomed most.

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