LUX Botanical Dir's cut

Lux Botanical Latin America is a cross-continental collaboration that brings together a Bangkok-based director and production house, an agency from Singapore, and a client from Brazil.
Where the product meets lifestyle, the ASMR and sensory shower rituals

The project explores the world of modern shower rituals and sensoriality, reinterpreted through a Gen-Z lifestyle lens to connect with younger audiences in a more intimate and relevant way.

Conceived as Lux’s first modular shoot and rebranding platform, the approach allows the campaign to live across multiple formats, touchpoints, and cultures while remaining cohesive, flexible, and future-forward.

At its core, the film transforms everyday shower moments into a contemporary sensorial experience, where texture, mood, and emotion become the language that bridges regions, identities, and generations.