Maggie by Kakan,  2025

A conceptual campaign and installation for skincare brand Maggie By Kakan that is taking aim at the skincare industry’s obsession with hype, overpromising, and noise. The work strips communication back to what actually matters: honesty, care, and products that perform.

A recurring red telephone runs through the entire campaign as a visual and conceptual backbone, present across all touchpoints as a channel for frustration, calling out the industry’s empty promises and constant overstatement. Within this framework, Maggie is framed as the alternative; less hype, more substance.