LUME
We partnered with Mirimar and a three of our artists - Simon Landrein, Chubbynida, and Sawako Kabuki - to bring Lume Deodorant’s “Odor Free Yourself” platform to life through a series of bold, animated music videos.
Transforming real customer experiences into something expressive, entertaining, and unapologetically honest, the campaign turns personal stories of rediscovered confidence into three original musical films — each tackling topics often left unspoken, from underboob sweat to menopause to intimate odor.
At the heart of the idea was a simple but powerful insight: when people smell good, they feel free to be themselves.
Rather than traditional storytelling, music became the driving force. Each film takes the form of a fully realised music video — with original tracks, recorded with live instruments and vocals - giving every piece its own distinct genre, rhythm, and emotional tone.
The result is a trio of films that feel as diverse as the stories they tell: playful, theatrical, and at times surreal - but always grounded in truth.
Each animation builds its own visual world, blending humor, bold energy, and a sense of drama to turn everyday discomfort into something empowering, catchy, and memorable.
SAWAKO KABUKI - Menopausal Journey
New York-based illustrator Sawako Kabuki, celebrated for her distinctive colours and cheeky perspective, explores menopausal hot flashes through expressive animation and fearless storytelling. The result is a piece that embraces sweat, freedom, and self-assurance without apology.
SIMON LANDREIN - Under the Tatas
French illustrator and animator Simon Landrein brings his absurd, irreverent style to the sticky realities of underboob and thigh-crease sweat. What could feel awkward becomes vibrant and playful — a celebration of turning discomfort into confidence.
CHUBBYNIDA - Down There
Bangkok-based artist Chubbynida, known for capturing the full spectrum of human emotion, takes on the sensitive subject of intimate odor. With bold humor and a larger-than-life tone, the film transforms a private concern into a loud, confident anthem.
Pocko led the production and delivery of a full suite of campaign assets designed for maximum reach and flexibility. Each of the three films was produced as a 30-second hero animation, with adaptations across 16:9, 4:5, and 9:16 formats, alongside 15- and 6-second cutdowns for social and digital platforms.
Designed for ongoing use across the U.S., the campaign forms a cohesive multi-platform ecosystem - carrying Lume’s voice with clarity, humor, and impact wherever it appears.
And the outcome was….Three distinct songs. Three visual worlds.
One clear message: confidence starts with feeling free in your own body.
By blending music, animation, and real human insight, the campaign reframes everyday experiences with honesty and boldness — turning what’s often hidden into something worth celebrating.
Simon Landrein
Sawako Kabuki
Chubbynida