In a category often defined by perfection, Sephora is celebrating imperfection—with style, self-awareness, and a sly wink. That’s why this week’s Reel Ad of the Week goes to “Skin Obsessed,” the new campaign from TBWA\Chiat\Day LA directed by none other than Taika Waititi (JoJo Rabbit, Thor: Ragnarok).
With his trademark deadpan humor and cinematic flair, Waititi brings to life the real, unfiltered quirks of skincare fanatics—overpacking for TSA, agonizing over Reddit routines, and second-guessing whether hyaluronic acid or niacinamide comes first (seriously, which is it?).
In “Security,” a nervous traveler watches her skincare empire slowly make its way through TSA screening. In “The Hunt,” conflicting internet voices turn into a chaos spiral of hot takes and misinformation. Enter Sephora—the calm in the skincare storm. Watch below:
The campaign marks the second team-up between Sephora and Waititi following 2024’s “Don’t Overthink It” holiday push. But this new work hits a fresh note, making skincare feel personal and fun without sacrificing the expertise that makes Sephora the go-to destination for product obsessives.
Why it Works
The campaign succeeds because it’s rooted in relatable insight, drawn from real conversations with skincare lovers and social listening that captures the stress, confusion, and obsession of modern routines.
Add in star power with a point of view—Taika Waititi’s direction brings humor and humanity to the chaos, elevating what could’ve been a standard beauty ad into something truly memorable. And most importantly, it’s a rare case of craft meeting culture. This campaign doesn’t just speak to skincare lovers—it understands them, creating a tone that’s fresh, fun, and unmistakably real.
The campaign is live now across CTV, online video, paid social, and streaming audio.
CREDITS:
BRAND: Sephora
AGENCY: TBWA\Chiat\Day LA
Director: Taika Waititi
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
REELated:
Hard Rock Bet declares it’s officially Jackpot Season
