BYOMA is stepping onto television for the first time with The BYOMA Shorttime Show, a culturally fluent, digital-first campaign timed just ahead of the Big Game that turns a viral internet moment into a confident brand statement.
Inspired by online discourse surrounding a reported height requirement for a major halftime performance, the campaign reframes the conversation. As memes and commentary celebrating “short kings” and “short queens” flooded social feeds, BYOMA responded with a simple provocation: what if shorter is actually better?
That insight drives The BYOMA Shorttime Show, which introduces the brand’s new Bio-Collagen Radiance Facial Mask, designed to deliver clinically proven glass-skin results in just 20 minutes. No waiting. No gatekeeping. No height requirements.
The campaign stars a curated lineup of creators shaping beauty culture in real time, including Juhm, Dylan Kevitch, Lisi German, Micky Gordon, and Kristyn Hoffman. Rather than borrowing from traditional beauty tropes, BYOMA places culturally fluent voices at the center of the narrative, reflecting how Gen Z and Gen Alpha discover, trust, and engage with skincare today. Watch below:
“The BYOMA Shorttime Show marks a defining moment for the brand,” said Tara Loftis, Global President and Chief Brand Officer at BYOMA. “As our first-ever TV commercial, it formally defines a new era of skincare influence, one where culturally fluent creators are not following beauty culture, but shaping it for Gen Z and Gen Alpha.”
Alongside its cultural relevance, the campaign reinforces BYOMA’s barrier-first skincare philosophy. The Bio-Collagen Radiance Facial Mask is engineered to do more than hydrate; it strengthens the skin barrier and delivers visible results in a short window of time.
“From day one, BYOMA has been about solving real problems with real science, and the Bio-Collagen Radiance Facial Mask brings that mission to life,” said Marc Elrick, Founder & CEO of BYOMA. “While collagen masks have gone viral, many focus on quick hydration without supporting the skin barrier. We engineered ours to be clinically backed, barrier-strengthening, and powerful enough to deliver glass-skin results in just 20 minutes. The Shorttime Show is the ideal way to debut it, celebrating the idea that when it’s done right, shorter really is better.”
The campaign rolled out in phases, beginning with teasers across BYOMA and creator channels in late January. The full launch went live on February 6 and includes a digital-first hero spot across owned platforms, amplification on YouTube and TikTok, social cutdowns, and a regional TV placement airing exclusively in Seattle during the Big Game broadcast.
Developed in just two weeks with /prompt. and Tusk, the work was shot entirely on iPhone 17, underscoring BYOMA’s belief that speed, simplicity, and science can drive outsized cultural impact.
CREDITS:
BRAND: BYOMA
Global President and Chief Brand Officer: Tara Loftis
AGENCY: /prompt
Director: Tusk
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