WHOLE
BODY DEO

Rexona's Whole Body Deodorant set out to challenge a category norm: that we sweat in more places than we're willing to talk about.

The campaign put oversized, unapologetic typography directly over talent imagery – words like BUM and BOOBS, in public spaces, on purpose. The provocation was the point.

The challenge was scale: making the type feel integrated with the talent rather than dropped on top of it, then holding that across hundreds of formats.

By weaving the type around body forms and anchoring it to the composition, the treatment kept its intent across OOH, DOOH, digital and non-standard executions without ever feeling like an overlay or an afterthought. I built the design system that let it scale – one set of rules, hundreds of outputs.

A campaign system that could run unapologetically across every format, from bus shelters to digital feeds without losing the provocation that made it work.