Go-To Skincare

Paper Stone Scissors developed the campaign tone, creative direction, production and casting, ensuring the work felt unmistakably Go-To from the outset. Honest, playful and human, the campaign positioned primers not as a fix, but as a flexible layer that adapts to how skin feels on the day.

By pairing clear product storytelling with a relaxed, expressive visual world, the campaign introduced Go-To’s primers as a natural extension of the brand. Approachable, confidence-boosting and refreshingly uncomplicated.