From Story to Campaign: BLP Beauty x Nadin Amizah
Back in 2023, one of Indonesia’s pioneering beauty brands, BLP Beauty, launched its first collaboration with renowned Indonesian singer Nadin Amizah. Known for her eclectic style, poetic lyrics, and heartfelt performances, Nadin was a fitting collaborator – not only because of her distinct creative identity, but also because she had long been a genuine user of BLP shades.
This collaboration of two creative entities found their common ground in creativity, storytelling, and womanhood, making it a celebration of coming to terms with who you are.
For this project I was tasked with leading the campaign narrative and tone of voice, while ensuring the vision was translated consistently across multiple touch points: from the initial concept and the product naming, to the campaign video, imagery, as well as social media and commercial content direction.
The tagline I developed was “Be Your Own Star.” At its core, BLP Beauty’s mission has always been to make women feel comfortable in their own skin, even while wearing makeup. Nadin Amizah’s personal story and lyrics reflected a similar spirit: embracing one’s identity and blossoming into the person one always meant to be.
From there, the collection was designed with the spirit to encourage everyone to find their own path and write their own story.
“Like the birth of a star, the beginning of this journey could look mysterious and dark. A spark sits in the absence of light, wishing to burst into stellar flame. Once the invitation is received, a call comes to bring one’s spirit ablaze. A dance with colors, sparkles, beams, and stardusts – experience the series of BLP x Nadin Amizah – Be Your Own Star. Take the shades that feel the most like you.
Now it’s your turn to find your path to write your own story.”
This idea was then translated into starry, galactic visuals symbolizing the birth of a star: beginning in darkness, followed by a spark, and eventually unfolding into stellar flames. The visual language carried seamlessly across social media content and became one of the brand’s highest-viewed campaigns of the year.
As someone whose work often begins as an idea in my head, seeing it come to life so beautifully was deeply rewarding. I’m grateful to have worked with a team that brought the vision to life so thoughtfully. It reminded me of the power of storytelling and how, when translated with clarity and creativity, a story can become something iconic and moving.
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