Founding & Scaling Sutro

Soma isn’t just a skincare brand — it’s a philosophy of slowing down. But when it came to their first TV commercial, they needed more than beauty shots.

They wanted meaning.

Our brief was to craft a short film that expressed “ritual over routine” — something you feel, not just watch.

We led with story. Not scripts, but sensations.

The concept followed a single day in the life of three women — different cities, different lives, but bound by one gentle habit: taking a moment to care for their skin, and themselves.

There was no dialogue. Just movement, light, breath.