COOLSCULPTING / TAKE YOURSELF FURTHER

For the launch of CoolSculpting ELITE, we modernized the brand beyond outdated “ew, fat” tropes and moved away from its cold and clinical past. By repositioning it as a body contouring tool that empowers people to keep the curves they want and eliminate the ones they don’t, we redefined its identity. We cast real people with real stories — an ex-NBA player, a boxer, a yogi — letting their lives inspire the creative. Sunlit skin and a diverse range of tones brought warmth, authenticity, and humanity to the brand.

With CoolTone, a muscle-toning technology under the same parent brand, we avoided the cliché “before and after” approach. Instead, we focused on real individuals passionate about movement — a Bharatanatyam dancer, a sprinter, a badminton player — and highlighted how their results made them feel, not just how they looked. Cool-toned lighting invoked the hi-tech vibes of the product, helping establish CoolTone as its own distinct brand while complementing CoolSculpting’s evolved narrative.

Together, these campaigns transformed aesthetics into something more meaningful — celebrating confidence, strength, and humanity.