The Brief
A pre-existing brand seeks to boost sales through a targeted social media campaign. Band-Aid® Brand, under Johnson & Johnson, has spent 135 years promoting health and wellness, making first aid accessible to all. As the world’s largest healthcare products company, they are committed to improving affordability, community health, and overall well-being with products like Adhesive Bandages, First Aid Kits, and Antiseptic Cleansing Liquids—reinforcing their reputation as classic, accessible, caring, and reliable.
Once considered a fringe activity, BDSM entered mainstream conversations following the 2011 release of Fifty Shades of Grey, which sold 150 million copies and led to a successful film franchise. This cultural shift encouraged open discussions about sexuality, particularly among women, empowering them to explore their desires, deepen intimacy, and redefine their experiences on their own terms.
The Process
My goal was to fully immerse the audience in the world of the dominatrix, crafting a visually striking and empowering environment that embodies confidence, control, and sensuality. Through meticulous art direction, compelling copywriting, evocative photography, and intentional prop styling, I sought to reimagine the iconic Red Room—a space where dominance and desire converge. Every detail, from the lighting and textures to the carefully curated props, was designed to reflect the power and allure of a dominatrix, positioning her as the architect of both pleasure and protection.
Band-Aid® seamlessly integrates into this world, not just as a symbol of care and healing, but as an essential tool within the rituals of trust, endurance, and intimacy that define BDSM. By blending high-end aesthetics with a bold narrative, this campaign challenges perceptions, celebrates female empowerment, and asserts that strength and vulnerability can coexist in the most captivating ways.
