The brief
All About Serums is Milupe Beauty's serum line: four products, each built around one skin concern: Oil No More, Lift and Plump, Oxy Bright Shield and Five Peptide Repair. The brand describes itself as inspired by nature and guided by science, with "everything your skin needs, nothing it doesn't." Our job was to launch the range on Instagram for a UAE audience and make the feed feel as considered as the product.
Instagram art direction for a skincare brand
Skincare feeds often default to white backgrounds and lab cues. We went the other way: warm natural light, stone, skin and texture, with the matte black bottles as the constant. Backgrounds change from post to post so the grid never repeats itself, and the All About Serums logo artwork sits in the same place on every post, with Milupe Beauty as a quiet endorsement.
One hero post per serum
Each serum got its own introduction, built the same way so the series reads as a set: the product name as the headline, the bottle at true proportions from real cut-outs, and the key ingredients shown as simple icons rather than long copy.
Educating without lecturing
Customers want to know what is in the bottle. A swipeable carousel walks through the four hero actives (Daisy Flower Extract, Avocado Oil Extract, GHK-Cu copper tripeptide and stable Vitamin C) and which serum each one belongs to. Closer-look posts then break a single product down into its benefits, using only the wording the brand had approved.
Benefit-led posts for real skin concerns
Later posts led with the concern rather than the product: uneven tone for Oxy Bright Shield, oily skin for Oil No More. Every claim came word for word from the brand's own product descriptions. In skincare, accurate claims protect the brand as much as they inform the customer.
The feed as a whole
Seen together, the posts read as one brand: matte black bottles, warm natural light and a consistent type style, with the All About Serums logo in the same place on every tile. The story highlights follow the same logic, grouped by skin concern (Brightening, Renewal, Oil Control).
Storyboard first
The film started as a timed storyboard for a 30-second cut. Each serum gets its own five-second moment matched to a real situation: a beach day for Oil No More, a long hike for Lift and Plump, a night out for Five Peptide Repair. The cut is framed by an opening question and a four-bottle line-up.
Building a consistent AI campaign character
For the UAE audience we built a dedicated AI campaign character, Amina. Her character sheet fixes her face from four angles, a modest wardrobe, a colour palette and her lifestyle settings, so she stays the same person in every generated shot.
An AI brand film made with Kling
Alongside the feed, we produced a short vertical brand film for Reels and Stories using AI video generation (Kling). We built a consistent campaign character, styled modestly for a UAE audience, and placed the four serums into everyday moments: a morning mirror routine and a beach day. It opens with the question "If your skin could choose, what would it ask for?" and closes on the brand line "Find your serum. Discover your solution." The people in the film are AI-generated.
Campaign stills from the same shoot
The film doubled as a stills library. Product frames such as Oil No More on a sunlit beach rock gave the feed and paid placements a consistent look without a physical shoot.
How we worked
Weekly content plans covered the posts, captions and design direction for the week ahead, and the client approved every piece before it went live. Hashtags and UAE location tags were standardised across the feed so the brand built a consistent presence in local skincare searches.
