Batiste

Passing the Energy Forward: Bringing Batiste’s Global Platform to Life

There are some briefs that arrive with a very clear emotional core.

This was one of them.

When we partnered with VML UK and Church & Dwight on Batiste’s new global platform, Pass the Batiste, the ambition was simple but powerful. Celebrate a product people already love, but do it in a way that feels human, social and alive.

At Irresistible Studios, that kind of challenge is exactly where we thrive.

Finding the energy in everyday moments

From the beginning, we knew this was not about product demonstration. It was about connection.

The insight is something everyone recognises. Batiste is passed between friends. Borrowed, shared, relied on in those small, in between moments that build confidence. That feeling became the backbone of the campaign.

Working with director McKenzie Thompson, we set out to create a world that felt full of movement, warmth and spontaneity. Something that captured the rhythm of real friendships, while still delivering the craft and clarity expected from a global brand campaign.

Building a campaign that feels alive

Two 30 second hero films became the centrepiece.

Every decision, from casting to camera movement, was designed to keep the energy flowing. Transitions were playful and fluid. The camera stayed close to the action, moving with the cast rather than observing them. Colour, texture and light were all pushed to reflect the vibrancy of the brand.

At the same time, we were very intentional about keeping things grounded. The performances needed to feel real. The interactions needed to feel unforced. That balance between control and spontaneity is always the goal for us.

It is what makes something feel crafted, but not overworked.

Crafting across film and photography

Alongside the film, we developed a full suite of stills with photographer Hanina, whose bold and empowering visual style complemented the moving image beautifully.

The stills leaned into the same idea of passing and sharing. Moments of laughter, care and connection, captured in a way that feels both immediate and elevated.

Bringing film and photography together like this is something we care deeply about. It allows a campaign to feel cohesive across every touchpoint, from social to out of home.

A global platform, built to travel

The campaign launched in the UK before rolling out across France, Germany, Canada and Australia, supported by a full media mix spanning TV, VOD, social, radio and in store.

That meant building something flexible. A visual language that could travel. A tone that could resonate across markets while still feeling specific and authentic.

It also meant working closely with VML, Batiste and the wider team to ensure consistency without losing energy. That level of collaboration is what allows a campaign like this to scale successfully.

Why this one matters

What we love about this project is how it celebrates something small and makes it feel meaningful.

A can of dry shampoo passed between friends becomes a moment of trust. A shared ritual. A quiet confidence boost.

Our role was to take that truth and elevate it, without losing its honesty.

As Lisa Casey, our Head of Sales, put it during the process, the goal was always to create something that feels authentic. Something that captures the joy in everyday moments while strengthening the connection between people and the product.

That is the kind of work we want to keep making.

If you are looking to build a campaign that connects emotionally, travels globally and still feels grounded in real human behaviour, we would love to talk.

Credits:

• Client: Church & Dwight / Batiste
• Campaign: Pass the Batiste
• Agency: VML UK
• Production Company: Irresistible Studios
• Director: McKenzie Thompson
• Photographer: Hanina
• Media: Wavemaker
• PR: Capsule Comms
• Social: re:act