Tragedy, a dash of humour, exquisite control of the story, and the most wonderful surprise when you find out what this commercial is for. Watch:

The commercial is built on a Thai cultural truth: “Foundation failed, life ruined.” “Besties don’t let besties wear the wrong shade.” This is a saying passed down through generations of Thais. More than just beauty advice, it became a form of pressure, forcing people to match their makeup only to their natural skin tone. Especially in Thailand, a country that celebrates diversity and sees the beauty in every skin colour, why does the makeup industry still judge foundation choices by traditional norms?

Make-up brand, Cute Press, took the lead in challenging the standard with My Match Foundation’s 11 shades. Now, foundation doesn’t have to match one’s skin tone only, if it matches your heart and your desires. From today, the brand believes makeup shouldn’t be about “right” or “wrong”; it should be about choice, freedom, and self-expression, giving everyone the chance to explore and discover new versions of themselves they’ve never experienced before.

Wolf BKK’s film, Reborn, produced by Factory01, symbolises rebirth and underlines the product’s purpose. My Match Foundation doesn’t mean leaving behind your old self, or rejecting who you are, but celebrating the many versions of yourself that makeup allows you to explore through shades you’ve never tried before, also a new form of self-love.

This marks the beginning of a Cute Press movement, with more to come.

Credits:

Client: Cute Press
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director: Pathida Akkarajindanon
Senior Art Director: Panupong Putong
Senior Copywriter: Pandarie Somjit
Art Director: Narada Kittikunokorn
Copywriter: Poomrapee Ongardvanish
General Manager : Natdhee Sopondhitipun
Group Communications Director : Sirapa Kanchanasuppawong
Communications Manager : Sawarin Juntaratip
Agency Producer: Wissuta Sukksawat

Production Company : Factory01
Director: Wuthisak Anarnkaporn
Director’s Assistant: Mattanee Uajarernsup
Assistant Director: Chaninart Chuehom
Executive Producer: Rungtawan Nanthasaen
Producer: Sawanya Jumchart
Director of Photography : Abhisit Prasongsup
Gaffer: Witun Sorasit

Post Producer: Wipawee Khirirat
Editor: Chalermchon Natipat
Assistant Editor 1: Nisarat Meechok
Assistant Editor 2: Marisa Nantawong
Colourist: Rattakhet Naimuang
Post Production: One Cool Production
Post Producer: Therdsak Buapian

Sound Production: Mellowtunes
Sound Producer : Nattakarn Boonthanom
Sound Engineer: Artit Vongmetta