The challenge
Enter a subculture without feeling like an intruder
Bepanthene, in collaboration with agency House Dentsu, wanted to connect with the Costa Rican tattoo community. But subcultures immediately reject anything that doesn't feel authentic.
The challenge wasn't just to produce content — it was to produce content that the tattoo community would feel was their own.
The production
Real-time documentary. No script.
We filmed entirely at STATTOOS Tattoo Shop: spontaneous interviews with artists and participants, genuine reactions during tattoo sessions and the unique atmosphere of the event.
Lumix S5IIx cameras, directional audio for clarity in a noisy environment, lighting designed for video. Editing with fast rhythm to maintain engagement and subtle brand graphics that appear without interrupting the flow.
The outcome
Authenticity that drives engagement
The content achieved high organic reach: real reactions generated more connection than any scripted approach would have produced. Bepanthene became authentically associated with professional tattoo aftercare in a natural and credible way.
The project was so successful it was replicated in Guatemala, with its own local identity and the same spirit.
Impact
Results you can see
Organic engagement
Content with strong organic reach within the tattoo community.
Positioning
Bepanthene authentically associated with professional post-tattoo care.
Community connection
The format showed the human side of the experience without artifice.
Regional expansion
The concept was successfully replicated in Guatemala with its own local identity.
Conclusion
Authenticity isn't a production style. It's a choice.
Genuine reactions always beat scripts. Content born from respecting a subculture builds more trust than any campaign designed to imitate it.
That was Tattoos for Culture.
