Challenge conventional narratives and create dialogue around aging while launching Paula’s Choice Longevity Serum, positioning Longevity as a celebration of lived experience and aging.
work-detail
SEE ME emerged from the desire to forge a creative environment that reimagines the ways in which we tell, create, and share stories.
The Ask
What We Did
SEE ME led full service ideation into production execution for the social-first storytelling component of the Longevity launch campaign – spotlighting female athletes aged 70+ across sports disciplines.Strategically, we developed a fresh creative framework for the brand, shifting towards a more intimate, story-led narrative that resonates deeply and proves successful across audiences. In partnership with PR agency Salt + Rutner, the campaign secured relevant placements including Glossy, People, Women’s Health, and Ebony, driving 160M+ impressions across trade and consumer media.
The campaign brings together unexpected casting and equally unexpected capture style. Among the athletes featured is Dorothy Wiggins, an 100 year old New Yorker, icon, and avid tennis player who amassed a following of 400k followers on instagram. Her vitality and presence embody longevity in its truest form. Through an immersive and human first lens, the campaign is intimate, playful, and quietly racial, reframing aging as a privilege to embrace.
Our Alchemy
As agency partners, we are amplifying the brand’s perspective in a crowded market by honoring Paula’s Choice’s investment in both women’s sports and its journalistic approach since inception. With the investigative spirit of Paula’s Choice, we follow the stories of the full 4 cast members, each celebrating the Long Game – from tennis, to track, to boxing, to skincare – at all stages of life.
Talent
Dorothy Wiggins, Mary Jane Fahey, Jacky Lee, Madonna Hanna
Director
Sara McDowell
Photographer
Emmie America
Executive Producer
Nicole Van Straatum
Creative Producer
Kimberly Goedhart
Production Manager
Brennan Restelli
Director of Photography
Mitchell Perrin, Gersh
Editor
Alex Ramsey
Post Production
Cross Cut Pictures
1st AC
Josh Ruffner
Key Grip
Cole Gabler
Gaffer
Elliot Travis
Sound
Patrick Zimmon
Photo Assistant
Taylor Schantz
DIT
Nathaniel Jerome
Stylist
Maya Jones
HMU Artist
Maya Renee, God Mom
Manicurist
Taco
Production Assistants
Grace Pomilla, Jauwon Givens, Adam Morales, Ryan Cardoso
Creative Agency & Production