Barrier first skincare brand BYOMA is stepping onto television for the first time with “The BYOMA Shorttime Show,” a playful, culture led campaign airing around the Big Game to launch its new Bio Collagen Radiance Facial Mask .
The largely digital campaign will culminate in a regional TV spot in Seattle, Washington , marking BYOMA’s official TV debut and a new era of mass visibility for the 2022 founded brand. Turning a Viral Height Controversy Into a Skincare Moment The creative spark for The BYOMA Shorttime
Show comes from a recent viral controversy: a casting call for on field performers at a major halftime show that specified a “5'7" to 6'0” height range.
That moment ignited a wave of online debate about who gets to be “seen,” which BYOMA has flipped into a celebration of everyone who has ever been told they are “too short.” That insight became the foundation of The BYOMA Shorttime Show , a campaign that reframes ‘too short’ as a strength and turns cultural exclusion into confidence, the brand explains in the release.
The hero of the spot, BYOMA’s Bio Collagen Radiance Facial Mask , promises clinically proven glass skin in just 20 minutes, no waiting, no gatekeeping, and definitely no height requirements.
A Digital First Big Game Play Rather than buying into the national broadcast frenzy, BYOMA is treating the Big Game as a cultural tentpole while staying true to its digital native roots…
