AGGE

Brand Concept & Identity • Activation • Creative Direction • AI Image & Video Direction

A fictional skincare house. I built it around the face oil I have been mixing for myself for years.

Skincare is sold on correction. Before and after, fewer lines, a face photographed as if it has never been slept in. I wanted to make it for a woman who isn't trying to undo anything, and see whether an oil can be sold on care alone.

(all images & videos are AI generated by me)

Close-up black and white photograph of a person's face tilted back with eyes closed, emphasizing facial features and neck.
Collage of images related to skincare, perfume, and natural beauty. Includes close-ups of women, perfume bottles, a magnified face, a woman standing on rocks, stacks of paper, and abstract shots of liquids and textures.
Collage of images related to skincare, perfume, and natural beauty. Includes close-ups of women, perfume bottles, a magnified face, a woman standing on rocks, stacks of paper, and abstract shots of liquids and textures.

CARE, NOT CORRECTION

The Beginning

Agge didn't start with a lab brief. It started on a bathroom shelf.

For years I have mixed my own face oil. It settled at eight oils, from seeds, kernels and resin. I kept making it for one reason: it worked better on my face than anything I bought.

Agge is that bottle, made properly. The amber isn't added. It's the colour the eight make together. It goes on last, after everything else. A few drops, warmed between the palms, pressed in rather than rubbed.

The Name

Agge is spelled like age, with one more g. Most skincare treats that word as something to undo, as if age is something to fight. Agge kept it, and added a letter.

The first g is the age. The second is the care. In the logo they're drawn interlocked, holding onto each other, because one shouldn't come without the other.

Close-up of a woman with wet black hair, wearing a beige towel or robe, with visible freckles and natural skin texture.

The World

The oils come from seeds, kernels and resin, so the images stay close to nature: rock, open water, wind, a coastline in black and white. The oil is the only warm colour in each frame.

The woman is somewhere past thirty-five. Lines at the eyes, freckles across the nose, a mole she decided to keep. She doesn't want the face she had ten years ago. She wants this one looked after.

The luxury is quiet. No gold, no gloss. It's in the glass, the oil, and the time it takes.

Black and white photo of a person's face tilted upward, with eyes closed and lips slightly parted.
A hand holding a clear glass perfume bottle labeled 'love' filled with amber-colored oil against a backlit plain background.
Close-up of a woman with clear complexion, her eyes closed, dark hair, and minimal makeup, in black and white.
Assorted natural ingredients including a white resin, red seed, black seeds, patterned seed, almond, walnut, almond nut, green olive, and a drop of face oil arranged on a green surface.
Person with long, black, wet hair submerged in brown water, viewed from behind.
Large artwork on a building featuring abstract black line calligraphy on a white background and a black-and-white photo of a human face tilted upward.
A bottle of face oil with a gold-colored liquid inside, labeled 'face oil' and '50 mL / 1.7 oz' on the front.
Close-up of a metallic abstract shape on a muted gray background with small text in the bottom left corner.
Close-up of a woman's face with dark hair, freckles, and a few moles, wrapped in a soft, beige towel or blanket.
Large artwork of a perfume bottle with orange-colored liquid, displayed in a window display. The bottle has a rectangular shape with a square cap, and the background is a clean, white interior with horizontal and vertical lighting accents.
Close-up of a woman's face with a blurred effect, showing her lips, chin, and part of her neck, with dark hair visible on the left.
A tall stack of printed paper flyers or leaflets featuring a large image of a face oil bottle with a gold label, arranged against a white wall and gray floor.
A black and white surreal photograph of a woman standing on rocky shoreline, gazing upward, with a large floating bottle of face oil above her.
Close-up of a person's eye with a brown iris, slightly open eyelid, and detailed skin texture around the eye.
Close-up of dark liquid in a container with bubbles on the surface.
A black-and-white photo of a glass bottle labeled face oil, held between two dark, silhouetted hands.
Close-up of interconnected glass bubbles or spheres with a warm golden hue, highlighting reflections and transparency.
Black and white photo of a woman with wet hair in a body of water, looking at the camera with a calm expression.
A luxury face oil in a glass bottle with a black background, with the bottle inside a light-colored box.
Close-up of a person's face, highlighting the nose, lips, and an eye, with facial skin details visible.
A black-and-white photo of a woman with wet hair holding a perfume bottle behind her back, standing outdoors.
Shadow of a small bottle cast on a textured wall with warm lighting.
A black and white photo of a woman with long hair standing on rocks near the ocean, looking down with her hair blowing in the wind.
Close-up of a person's face showing skin with freckles, moles, and natural texture, with one eye slightly closed and the other nearly closed.
Black and white portrait of a woman with closed eyes, wet hair, and a serious expression, with minimal makeup and natural skin texture.
A perfume bottle inside a shower of water droplets and splashes, with the perfume labeled 'Face Oil' and '50 ml / 1.7 oz'.

BRAND IDENTITY

Collage of images including skincare products, a woman with wet skin, a person holding a perfume bottle, and various design elements with text describing skincare philosophy and aesthetics.

ON THE MAKING

I generated and directed every image and video myself. No photographer, no crew, no set.

The campaign had to look completely real. The activation didn't. A bottle the height of a woman in a shop window, another floating over the rocks. One thing per frame that couldn't exist, and everything around it ordinary.

Two of the images became short films.