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Friction Fix Campaign by Bushbalm

Judge’s Pick - Kathleen Scott RGD

“Every aspect of the Friction Fix campaign was impressive — the overall design, photography, copywriting and marketing strategy. The clever product placement within the sports visuals makes this taboo topic more accessible for its target audience. Congratulations to the in-house team at Bushbalm for a well-executed and beautifully designed promotional campaign.” 

Credits
  • Creative Director, Prop Stylist & Designer: Anna Trojanowska
  • Brand Director & Copywriter: Rachel Kerr
  • Photographer, Photo Editor & Designer: Momo Udaipurwala
  • Designer: Grace Walker
  • Packaging Designer: Ursula Tearne
  • Models: Savannah Bangoura, Georgia Parks
Project Description

Friction Fix marks Bushbalm’s expansion from fragrance-led storytelling into performance-driven body care, with the objective of launching a clinically effective friction-reduction product while establishing a visual identity distinct from the brand’s scent-based launches. The central creative challenge was translating an invisible functional benefit into a dynamic visual system that could scale across direct-to-consumer, professional aesthetician and retail environments. A tennis-court lifestyle shoot leveraged athletic motion and friction-zone framing to communicate glide and skin confidence, while a parallel in-house studio shoot addressed texture, ingredient clarity and application. Strategically mapped across audience, channel and funnel stage, the campaign delivered 30+ images, 100+ ads and newsletters and short-form video—produced entirely in-house by a team of three—and established a repeatable framework for performance-product storytelling.