APi Social Content

As the Creative Director of the brand, I participated in this campaign to reposition APi in the market, transforming the “armpit stick” from a simple deodorant into a compact, stylish product reminiscent of a lipstick. The campaign promotes a trendy deodorant routine tailored for modern, fashion-conscious Gen Z women.

iTVC

Two contrasting girls, one armpit-stick story spreading online, turning APi into a Gen Z trendsetter.

The ITVC brings to life two girls with completely opposite personalities: one extroverted and bold, the other introverted and feminine, representing APi’s two SKUs — a portable deodorant and a whitening variant for home use. Designed in a vertical mobile format, it appears across Gen Z-favorite apps like Threads, Instagram, TikTok, and Locket. The story follows the two girls sharing armpit stick tips with each other and the wider female community online, highlighting APi’s popularity and positioning it as a trend-setting product.