Development of the Neutrogena Hydroboost campaign

The Neutrogena Hydro Boost campaign was built on an international creative platform, in which the global brand message, visual identity and digital video formats were already in place. The challenge was to ensure that these materials functioned accurately, both legally and visually, in the Hungarian and regional markets.

The product imagery featured in the core assets did not always match the packaging used in the local market, so the packshots had to be replaced with artwork from the CE region. This was a particularly delicate production task, as the product naturally had to fit into the existing global video material, whilst maintaining the campaign’s premium, consistent Neutrogena brand identity.

A further challenge was that the campaign ran on digital channels, so precise adaptations had to be created for multiple formats and durations: 15-second online videos, 6-second short versions and various Meta formats, such as 1:1, 9:16 and 4:5 aspect ratios.

Progressive’s production team created digitally usable versions of the global campaign materials, tailored to the local market. The most important task during the project was the VFX-based replacement of the packshots: the product visuals featured in the core materials had to be replaced with those for the regional packaging in such a way that they appeared natural in terms of movement, lighting, composition and brand context.

In addition to video post-production, localisation elements also had to be harmonised: the Hungarian text, the mandatory clarifications, product positioning, logo usage and end cards adapted for digital formats. The campaign’s main message, the claim “Lightweight hydration that penetrates deeply*”, appeared alongside the required explanation: “*Refers to the skin’s surface.”

Several channel- and format-specific versions were produced for the digital campaign. The 15-second and 6-second videos, as well as the 1:1, 9:16 and 4:5 formats, all conveyed the same global brand experience, but with localised packaging and Hungarian-language communication.

Adapting the campaign enabled Neutrogena Hydro Boost’s international communications to be presented on Hungarian and regional digital platforms in a way that was true to the brand, accurate and tailored to the local market. The VFX-based packshot replacement ensured that consumers saw the product as it appears in their own market, whilst the global creative quality and visual identity remained unchanged.

Progressive’s production team implemented a post-production and localisation process that simultaneously served global brand consistency and the practical needs of the local market. The end result was a multi-format digital campaign package that adapted the central Neutrogena Hydro Boost campaign to the regional context.