La Femme by Maelis
Breaking the codes of aesthetic advertising
In a market dominated by sterile, clinical, and overly retouched visuals, Maelis needed to redefine how laser hair removal and aesthetic treatments were represented. The objective was to shift from a medicalized, transactional perception to a more emotional and empowering brand narrative.
La Femme by Maelis was conceived as a bold visual manifesto celebrating women as they are: confident, diverse, expressive, and unapologetic.
Creative direction and production
The campaign intentionally moved away from traditional beauty clichés: no white medical rooms, no static poses, no artificial perfection.
Instead, the creative direction focused on: movement and energy, natural textures and skin realism, intimate and powerful body language, joyful, spontaneous interactions.
Photography and video worked together to create a dynamic storytelling ecosystem — showing women not as patients, but as subjects of their own confidence.
MY ROLE
As Creative Producer, I led the campaign end-to-end:
Defined the strategic creative vision and narrative angle
Developed the artistic direction across photo and video
Led casting to ensure authenticity and diversity
Directed production to maintain a cohesive emotional tone
Oversaw the full creative lifecycle from concept to final assets
The campaign marked a turning point in Maelis’ visual identity, helping the brand move from a functional service perception to a lifestyle and empowerment positioning.
It established a distinctive visual territory within the aesthetics market — warmer, more human, and emotionally engaging.
The campaign was designed as a hybrid visual system, where video plays a key role in translating the concept of freedom into motion. Through natural gestures and dynamic compositions, the films reinforce a more emotional and contemporary narrative for aesthetic treatments. Each film also gives space to the women’s voices: in short, spontaneous testimonials, they share why they identify as a “Femme Maelis,” embodying the brand’s core values of confidence, authenticity, and empowerment.
Creative Direction and Production — Ana Akus
Maelis Centre Laser
Location : Atelier Fabrique Studio