Nivea's latest campaign gives you a luminous glow
Vera Braga’s campaign with Nivea captures a youthful energy that highlights the products natural, radiant glow!
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In a vibrant celebration of radiance, confidence, and authenticity, director Vera Braga brings a fresh creative vision to NIVEA’s Luminous Glow, a campaign produced by Fight Gravity.
With a focus on spontaneity and real connection, the spot stars Olivia Grace Herring and Evie Clark, whose natural charisma helped shape the direction of the film itself.
“They brought such genuine energy to the shoot that the creative direction naturally evolved to highlight their personalities,” says Braga. “It was really about combining the product’s benefits with authentic moments from the talent.”
While NIVEA provided clear guidelines especially around how the product should be shown and applied, Vera was given significant creative freedom to shape the tone, style, and storytelling. The result is a polished yet relaxed film that feels both elevated and relatable.
Credits
View on- Agency Porter Novelli
- Production Company Fight Gravity Films
- Director Vera Braga
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Credits
View on- Agency Porter Novelli
- Production Company Fight Gravity Films
- Director Vera Braga
- Creative Director Ben Briley
- Producer Tuli Litvak
- DP Ollie Craig
- Talent Olivia Grace Herring
- Talent Evie Clark
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Porter Novelli
- Production Company Fight Gravity Films
- Director Vera Braga
- Creative Director Ben Briley
- Producer Tuli Litvak
- DP Ollie Craig
- Talent Olivia Grace Herring
- Talent Evie Clark
“We had the opportunity to experiment with camera movement, lighting, and visuals,” she explains. “That freedom allowed us to elevate the film, as long as the core message of glow and confidence came through.”
Key styling choices, such as the pyjama sets worn by the talent, were carefully considered. Beyond aesthetics, the wardrobe was chosen to evoke a feeling of intimacy and comfort, while subtly reflecting NIVEA’s Luminous Glow colour palette and clean identity.
At the heart of the campaign was a goal to make the product feel more relatable by leaning into the personalities of Olivia and Evie. “My main aim was to strike that perfect balance,” Braga says. She made sure that viewers could connect with Olivia and Evie in a way that also made the product feel more real and relatable.
“When working with cosmetics, I always try to focus less on detailed explanations of the product and more on showing how it feels in real life, as that engages the audience more effectively.” Braga says.
The campaign’s glow didn’t just come from the product, it was meticulously built into every visual element. Soft, natural lighting was used to enhance skin tones and create a radiant look, while camera movements were choreographed with the edit in mind, resulting in fluid, effortless transitions. The set design also played a major role in crafting a cohesive, elevated atmosphere that felt unmistakably NIVEA.
Still, the biggest challenge wasn’t creative, it was time. “We had a really tight schedule,” Braga recalls. “So we had to be incredibly precise without losing that spontaneity we were aiming for. I think the crew did a great job, and everyone contributed to creating an unforgettable day”.
Although Braga had worked with NIVEA before, Luminous Glow brought a younger, fresher tone that aligned naturally with her personal style. The collaboration felt like a perfect match of youthful energy, authenticity and effortless beauty.
Her previous experience with the brand also informed her approach. “Having worked with Nivea before, I already knew they value authenticity and relatability. One thing I learned from a previous shoot was how important it is to balance authenticity with highlighting the product, and I was able to bring that knowledge into this project.”
"Vera brings a fresh, instinctive perspective to beauty. Her eye for contemporary storytelling, deep understanding of consumer lifestyle and previous work with NIVEA made her a natural fit, we were thrilled to work with her!" says Paul Cheung, founder of Fight Gravity.
