Soy is more than a cleanser—it’s an intimate experience, a reset, a ritual of purification. It’s not about what it removes, but what it restores: a moment to pause, reconnect, and nurture the skin.

This campaign reintroduced Fresh through a new visual language—tactile, artful, vibrant, and emotionally resonant. By editorializing a large volume of imagery, we balanced artistry with playfulness while optimizing assets across every channel. The result was a 360 campaign that elevated Soy beyond cleansing, into a full sensory expression of balance, calm, and the brand’s promise of gentle yet effective skincare.